Project Overview
British Standard by Plain English Design is one of the most highly-regarded bespoke kitchen companies in the world. They offer customers high-standard, off-the-shelf cabinetry, made in the same workshops as their sister company’s Plain English collection.

I lead the complete redesign of this project in collaboration with the client and technical team. The requirement was to fully overhaul the UX of the website to improve and simplify the user's journey from online searching, browsing products and completition of an order.
We kicked off this project with a client workshop to gain an understanding of what the current website was doing well and where the challenges could be seen. Speaking to the client and listening to their experience using the website, customer feedback and the analytics that were available, made it clearer pin point where the improvements to the site should be made.
Improving the user experience
I identified a number of areas of improvement in the general website user experience.
• Improving the way customers search for products by making the search feature much more prominent and available on every page
Improving sign posting across the site to make it easier to differentiate content sections
• Introducing a clear way finder so customers can quickly identify where they are on the site particularly when they are 3 or 4 levels down
• Introducing a mega navigation to quickly navigate to product categories
• Introducing category landing pages, which again improves product navigation, improve SEO performance and make it easier to track/analyse visitor actions
• Overhauling the product pages to include a greater depth of information, such as relevant technical details, costings, customisations and links to similar products and areas of research, such as customer projects using the same items
Improving the information hierarchy across pages to prioritise the most popular and useful information that customers use
Discovery session
Once an understanding was gained into areas of improvement, I ran a workshop session with the client, which included exploring competitor websites, possible new features that could be added to improve the overall customer experience and design examples of good UI and UX practises for inspiration.
Brand extension into digital
The company held a strong brand ethos which resonated across its print collateral and social media presence. They were very particular with the use of fonts, colour and imagery which ensured consistency in their material. However, it was clear that the brand had not been extended to work in a digital space. This required introducing a new, accessible font for body text, colours that were faithful to the brand but translated well from print to screen and new image crops to allow for text overlays and product shots.
Additionally I developed a new UI kit to work across the website and email marketing. This involved creating product cards, buttons, form fields, iconography, image blocks and product carousels. This was packaged together into an overall online style guide to help with future designs and design-to-developer hand offs.
New design layouts with CMS integration
The last stage of the project was to redesign all the pages across the entire using the new style guide and UI kit. The site had a CMS integrated into the backend to allow the client to be able to customise content and work within the given style guide. All designs were created using Sketch and deleivered to the technical team using Zeplin.
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