Dualit
An e-commerce site for Dualit, combining their heritage of quality appliances with a seamless online shopping experience.
challenges
The mobile and desktop experiences lacked consistency, especially in product registration, product detail, and navigation.
Users struggled to navigate the site - particularly on mobile - and often couldn’t complete registrations or purchases.
The UI felt disjointed, with poor hierarchy, weak accessibility, and underused content blocks.
The brand needed to boost retention, improve navigation and discovery, and increase registrations, while supporting direct-to-consumer sales and future rollouts.
solutions
Created a clearer, step-by-step product registration flow.
Reimagined homepage, category, product, and account pages to improve usability and engagement.
Designed a mobile-first, accessible navigation with stronger hierarchy and readability.
Improved product cards and filtering for easier discovery, with partner visibility built in.
Developed a base design system to support scaling and international rollout.
🔍 Approach & Process
User-Centred Research & Alignment
Collaborated with the client team to review existing feedback and analytics - highlighting common points of confusion in the navigation and key journeys like registration and PDP.
Performed a service safari (site audit) to uncover quick wins and deeper UX opportunities.
Created user personas representing Dualit’s core audience, including buyers from third-party retailers like John Lewis, Lakeland, and Amazon.
Benchmarked UX and brand presentation against competitors such as Sage, KitchenAid, and Smeg.
Ideation & Design
Developed new user flows for key journeys including registration, search, and product discovery.
Built low-fidelity wireframes to explore layout ideas and streamline interactions.
Designed high-fidelity UI using Dualit’s brand system, applying accessibility-first, clean, modern patterns.
Simplified the visual language, strengthening CTAs, product storytelling, and image hierarchy.
Created responsive layouts and modular content components to support evolving content and merchandising needs.
01
This project focused on redesigning Dualit’s e-commerce site to better reflect their heritage brand while improving usability, consistency, and support for direct-to-consumer growth.
02
Principally, to unify the digital experience across mobile and desktop by improving navigation, product registration, and overall usability, in-line with business goals.
03
Worked closely with the client team to review existing feedback - highlighting confusion in the navigation and key journeys.
04
Designed a high-fidelity UI using an updated brand system, with an emphasis on accessibility, clarity, and mobile-first principles.
05
Conducted low-fidelity wireframing to test layout ideas and streamline core interactions.
06
Homepage: Simplified hierarchy, improved typography, and modular blocks for flexibility and user exploration.
07
Navigation: Redesigned for intuitive use across devices, with better structure and accessible labelling.
08
Established a mobile-first, accessible navigation system with clear hierarchy, improved readability, and a balanced UI.
09
Category: Larger product cards, improved filters (checkboxes/radio), and SEO-conscious content layout.
10
A simplified category page better-emphasised filter/sort options, product images and key details.
11
Product Page: Optimised to keep users engaged with improved content, upsell/cross-sell moments, and partner links.
12
Streamlined the checkout flow to reduce friction and support smoother conversions across devices
13
Refined messaging and layout to better communicate the brand story while supporting SEO.
14
The results showed significant improvements in engagement and recognition that reflected the team’s collaborative effort and user-centred approach.
wrap up:
• 96% increase in turnover within the first 3 months post-launch
• 58% rise in mobile users
• 108% increase in average session duration
• 372% uplift in page engagement
• 47% reduction in bounce rate
• 18% increase in product registrations
My handover / next steps:
Expand the design system to support international and multilingual site versions.
A/B test homepage blocks to determine impact of different storytelling layouts.
Continue refining the checkout experience with improved personalisation for registered users.
