I designed the new Leedsafe website to give the brand a modern, fresh feel while effectively communicating its environmental initiatives and driving product sales.

Collaborating closely with their marketing manager, I began by developing a digital strategy that focused on user personas and flows, aligning with the company’s business goals. This groundwork led to an in-depth UX phase, including wireframing, prototyping, and testing. Together with the wider Leedsafe team, we refined the prototype until it met our usability and functionality expectations.

The website was designed to showcase Leedsafe’s product range and highlight their sustainability efforts while ensuring a seamless experience for customers placing orders or using their SmartSystems. I crafted a sleek, modern interface and presented the designs regularly to the broader team for feedback.

Once approved, I handled the website development of the marketing side of the website and collaborated closely with an in-house developer to bring the shop side of the platform to life, ensuring it closely adhered to the design vision.

The website launch received positive feedback from key customers. After three months I conducted a website review using Hotjar and GA to analyse user behaviour through heatmaps, session recordings, and engagement metrics. This process provided valuable insights into how users navigate the site, where they drop off, and which content resonates (or doesn’t). Collaborating with the internal team, we identified pain points and usability issues, leading to key optimisations - some of which have been implemented, while others are in development. Understanding real user interactions was crucial in uncovering edge cases and refining the site’s UX for better engagement and retention.