Designing Clarity for a Complex
E-commerce Product
E-commerce Product
Beuta is a high-performing e-commerce brand selling modular landscape edging products, but their website experience wasn’t keeping pace with the complexity of the purchase.
The challenge wasn’t traffic or demand, it was helping customers understand what to buy. This redesign restructured the site around different buying mindsets to reduce confusion and improve conversion.
Through a full UX and CRO-led redesign, the site was rebuilt to balance education and speed, guide first-time buyers, and support confident repeat customers, all within a scalable e-commerce framework.
The challenge wasn’t traffic or demand, it was helping customers understand what to buy. This redesign restructured the site around different buying mindsets to reduce confusion and improve conversion.
Through a full UX and CRO-led redesign, the site was rebuilt to balance education and speed, guide first-time buyers, and support confident repeat customers, all within a scalable e-commerce framework.
My role
UX Auditing / UX Wireframes / UX copywriting / CRO
UX Auditing / UX Wireframes / UX copywriting / CRO
The UX Process:
The project began with a full review of the existing site to identify where users were getting confused, dropping off, or ordering incorrectly. This included a UX audit of the current architecture, product structure, and key decision points, alongside competitor and market reviews to understand category expectations.
From there, the product range was reorganised and a new sitemap was developed to better reflect different buying behaviours. User personas were used to validate multiple paths to purchase, which were then translated into high-detail UX wireframes covering navigation, funnels, and PDPs. The focus throughout was on clarity, guidance, and scalability before any visual design decisions were applied.
From there, the product range was reorganised and a new sitemap was developed to better reflect different buying behaviours. User personas were used to validate multiple paths to purchase, which were then translated into high-detail UX wireframes covering navigation, funnels, and PDPs. The focus throughout was on clarity, guidance, and scalability before any visual design decisions were applied.
Solutions Applied in the Final UI
The final experience focuses on selling the product while actively supporting the customer’s decision-making. Instead of separating education, inspiration, and help into standalone pages, these elements are built directly into the buying flow where they have the most impact.
These changes ensure the experience doesn’t just fix usability issues, it builds confidence, promotes the product, and helps users complete their project correctly.
The Re-Launch
The site now balances education and conversion, helping first-time buyers understand what they need while allowing experienced customers to move quickly to purchase.
By restructuring navigation, simplifying decision points, and embedding support directly into the buying journey, the platform is designed to reduce friction, minimise ordering errors, and scale as the product range grows. Rather than relying on a single flow, the site supports multiple buying mindsets within one cohesive system, creating a stronger foundation for future optimisation, testing, and growth.
