UI redesign — SME, Sydney (Round 2)

Iterative UI/UX improvements for a Sydney-based small business focused on accessibility, conversion optimisation and mobile-first performance.

  • Project: Product listing & checkout rebuild
  • Timeline: 8 weeks (R2)
  • Focus: Accessibility (WCAG AA), responsive performance, modern UI patterns
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Redesign hero mockup

Project overview

Round 2 focused on refining core flows and addressing real-user feedback collected after the first release. We prioritised task success, clarity and accessible component patterns.

  • Reduced checkout steps from 5 to 3
  • Improved form labelling and focus order
  • Introduced progressive disclosure for product options
User testing session

Discovery

Heuristic review, analytics, stakeholder interviews and quick usability tests.

Discovery workshop

Design

Component-led approach, accessible tokens, responsive prototypes.

Design system work

Validation

Remote user testing, accessibility audits, A/B experiments.

Remote testing

Process (accordion)

Analytics deep-dive, journey mapping and prioritized backlog — we align on measurable KPIs before design work starts.

Component-first UI kit, tokenised colours and accessible typography scales adapted for Australian users.

Rapid testing cycles, WCAG checks, and phased rollouts with analytics monitoring for continuous improvement.

Results & impact

  • Checkout completions +18% (A/B test)
  • Form error rate down 42% due to clearer labelling and inline validation
  • Mobile bounce reduced by 27%

We delivered a lightweight UI kit and a phased rollout plan to minimise disruption to live orders.

Lead designer face
Ava Thompson
Lead UX Designer — Welcomeroute

Focused on accessible patterns and streamlined flows for checkout and product selection.

Design snapshots

Product list redesign
Checkout flow screenshot
Accessible components

All images are conceptual mockups used with permission from the client for this case study.

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