Background
SimmoSalt.co.uk needed a new e-commerce site to launch their water softener products. I began where I usually do with e-commerce: in the competitors’ checkouts. Researching how the rest of the market sells made it clear where SimmoSalt could simply be easier to buy from.
The work
Wireframes came first, then a proper round of user testing before a single pixel got polished. From there I built high-fidelity layouts across desktop, tablet and mobile breakpoints, so the buying experience holds up whatever the customer is holding.
The knottiest problem was customisation. Some of SimmoSalt’s products can be configured by the customer, and configurable products are where e-commerce UIs usually fall apart. Getting that flow to feel as simple as adding a t-shirt to a basket took the most iterations of anything on the project.
The result
SimmoSalt got a site with an identity of its own and a buying experience customers actually come back for. Repeat visits are the only e-commerce metric that never lies.