The Challenge

Aero Leather Clothing is a heritage brand making premium leather jackets — some priced over £1,000. The craftsmanship was exceptional. The website was letting it down quietly.

Traffic was arriving. Sales weren't following. The gap was invisible to the team — until it wasn't.

The Approach

A full UX audit covered every step of the customer journey: product listings, product detail pages, and checkout. The audit identified friction across all three: unclear navigation, overwhelming product options with no hierarchy, and a checkout process missing the trust signals premium buyers need before committing four figures.

Key UI components were redesigned to reduce friction and build confidence at the moment of purchase — without losing the brand's heritage character.

The Results

After implementing the recommendations: conversion rate up 17%. Revenue up 30%. Bounce rate down 24%.

The Challenge

RKBT is a football start-up with an ambitious vision: an everything casual football webapp. The challenge was designing a coherent, enjoyable product from nothing — no existing design language, no established flows, no prior product to learn from.

The Approach

The project began with stakeholder workshops to define the Jobs-to-Be-Done (JTBD) framework — understanding exactly what users needed to accomplish and why. From there: user flows, information architecture, wireframes at every fidelity level, and a full design system — built in Figma and handed to the development team with detailed annotations.

The Result

RKBT launched their MVP on schedule with a product that matched the founder's vision and delivered a consistent, enjoyable experience across the full user journey.