DB Orthodontics - Platform Redesign
Overview
DB Orthodontics is a Yorkshire-based B2B ecommerce business with over 50 years in the orthodontic industry, supplying products and professional education to dental practitioners across the UK and internationally. The company operates multiple Shopify stores with a catalogue of 4,500+ products, serves customers in 70+ countries, and runs a CPD-accredited education arm used by practitioners at every career stage.
I joined as the company's first dedicated web and digital design hire in June 2023 and was promoted in June 2025 into a standalone Digital Product Specialist role, the first of its kind in the company's history. My brief was to take full ownership of the digital experience and redesign the primary ecommerce platform from the ground up.
The full rollout was paused following the company's acquisition by Lifco, a Swedish listed group, in November 2025. The courses section launched before the acquisition concluded and delivered measurable results. The full redesign is documented here as a complete project record.
My Role
Digital Product Specialist
Solo Designer & Developer - end-to-end ownership
Timeline
June 2025 - March 2026
Disciplines
UX Research
IA
UI Design
Shopify
CRO
A/B Testing
Accessibility
DB Orthodontics -
Platform Redesign
Overview
DB Orthodontics is a Yorkshire-based B2B ecommerce business with over 50 years in the orthodontic industry, supplying products and professional education to dental practitioners across the UK and internationally. The company operates multiple Shopify stores with a catalogue of 4,500+ products, serves customers in 70+ countries, and runs a CPD-accredited education arm used by practitioners at every career stage.
I joined as the company's first dedicated web and digital design hire in June 2023 and was promoted in June 2025 into a standalone Digital Product Specialist role, the first of its kind in the company's history. My brief was to take full ownership of the digital experience and redesign the primary ecommerce platform from the ground up.
The full rollout was paused following the company's acquisition by Lifco, a Swedish listed group, in November 2025. The courses section launched before the acquisition concluded and delivered measurable results. The full redesign is documented here as a complete project record.
My Role
Digital Product Specialist
Solo Designer & Developer - end-to-end ownership
Timeline
June 2025 - March 2026
Disciplines
UX Research
IA
UI Design
Shopify
CRO
A/B Testing
Accessibility
DB Orthodontics - Platform Redesign
Overview
DB Orthodontics is a Yorkshire-based B2B ecommerce business with over 50 years in the orthodontic industry, supplying products and professional education to dental practitioners across the UK and internationally. The company operates multiple Shopify stores with a catalogue of 4,500+ products, serves customers in 70+ countries, and runs a CPD-accredited education arm used by practitioners at every career stage.
I joined as the company's first dedicated web and digital design hire in June 2023 and was promoted in June 2025 into a standalone Digital Product Specialist role, the first of its kind in the company's history. My brief was to take full ownership of the digital experience and redesign the primary ecommerce platform from the ground up.
The full rollout was paused following the company's acquisition by Lifco, a Swedish listed group, in November 2025. The courses section launched before the acquisition concluded and delivered measurable results. The full redesign is documented here as a complete project record.
My Role
Digital Product Specialist
Solo Designer & Developer - end-to-end ownership
Timeline
June 2025 - March 2026
Disciplines
UX Research
IA
UI Design
Shopify
CRO
A/B Testing
Accessibility
+15%
+15%
Customer engagement after courses launch
Customer engagement after courses launch
+20%
+20%
Course bookings growth post-launch
Course bookings growth post-launch
+22%
+22%
Conversion improvement across journeys
Conversion improvement
across journeys
+20%
Organic traffic growth on key pages
+20%
Organic traffic growth
on key pages
+15%
Customer engagement after courses launch
+22%
Conversion improvement across journeys
+20%
Organic traffic growth
on key pages
+20%
Course bookings growth post-launch
+20%
Organic traffic growth on key pages
Context
A 50-year-old company whose digital presence had stopped keeping pace
DB Orthodontics had built its reputation over five decades on product quality and clinical relationships. The digital presence told a different story. The website had grown incrementally with no dedicated designer, no consistent design system, and no strategic thinking applied to the overall experience. Features and pages had been added as the business needed them, which left the platform by 2023 as a patchwork of different eras of Shopify development with no coherent user experience underpinning it.
The company was also navigating a broader commercial shift. The education arm had grown significantly and was a high-margin revenue stream. A new B2B digital solutions platform was being planned for the company's 3D-printed product range. The existing site structure and visual language wasn't capable of supporting any of these ambitions.
Context
A 50-year-old company whose digital presence had stopped keeping pace
DB Orthodontics had built its reputation over five decades on product quality and clinical relationships. The digital presence told a different story. The website had grown incrementally with no dedicated designer, no consistent design system, and no strategic thinking applied to the overall experience. Features and pages had been added as the business needed them, which left the platform by 2023 as a patchwork of different eras of Shopify development with no coherent user experience underpinning it.
The company was also navigating a broader commercial shift. The education arm had grown significantly and was a high-margin revenue stream. A new B2B digital solutions platform was being planned for the company's 3D-printed product range. The existing site structure and visual language wasn't capable of supporting any of these ambitions.
Discovery & Research
Discovery & Research
Understanding the problems before designing solutions
Before producing a single wireframe, I spent time understanding what was actually happening on the site. I used Hotjar for heatmaps and session recordings, GA4 for behavioural patterns and traffic analysis, direct conversations with the sales and CS teams, and customer feedback collected through the site's feedback form. Four clear problem areas emerged consistently across all sources.
Understanding the problems before designing solutions
Before producing a single wireframe, I spent time understanding what was actually happening on the site. I used Hotjar for heatmaps and session recordings, GA4 for behavioural patterns and traffic analysis, direct conversations with the sales and CS teams, and customer feedback collected through the site's feedback form. Four clear problem areas emerged consistently across all sources.
Search over-reliance
Search over-reliance
Search over-reliance
Navigation failure signal
GA4 and Hotjar showed a disproportionate number of users relying on
search rather than browsing navigation. When users resort to search as a workaround, it's a reliable signal that the information architecture has fundamentally broken down.
GA4 and Hotjar showed a disproportionate number of users relying on search rather than browsing navigation. When users resort to search as a workaround, it's a reliable signal that the information architecture has fundamentally broken down.
Mobile session drop-off
Mobile session drop-off
Mobile session drop-off
Mobile experience breakdown
Session recordings on mobile showed significant usability failures
across product pages, checkout, and navigation. The site had not been designed mobile-first and the Shopify theme's responsive behaviour wasn't handling the catalogue's complexity on smaller screens.
Session recordings on mobile showed significant usability failures across product pages, checkout, and navigation. The site had not been designed mobile-first and the Shopify theme's responsive behaviour wasn't handling the catalogue's complexity on smaller screens.
CS team feedback
CS team feedback
CS team feedback
Internal operational friction
Conversations with sales and CS teams revealed that checkout
flows and sign-up processes were generating confusion and manual work. The courses booking process in particular required regular manual follow-up because the confirmation flows weren't clear.
Conversations with sales and CS teams revealed that checkout flows and sign-up processes were generating confusion and manual work. The courses booking process in particular required regular manual follow-up because the confirmation flows weren't clear.
Visual audit findings
Visual audit findings
Visual audit findings
Design and brand misalignment
A structured visual audit against the company's brand guidelines
revealed significant inconsistency across font usage, colour application, spacing, and component design. Different sections had been built by different people at different times with no shared design language.
A structured visual audit against the company's brand guidelines revealed significant inconsistency across font usage, colour application, spacing, and component design. Different sections had been built by different people at different times with no shared design language.
The Problem
The Problem
Six compounding issues, one failing platform
After consolidating the research, I defined the core problem areas clearly before starting any design work. This was important for getting director sign-off on the project scope and for keeping design decisions grounded in evidence rather than opinion.
Six compounding issues, one failing platform
After consolidating the research, I defined the core problem areas clearly before starting any design work. This was important for getting director sign-off on the project scope and for keeping design decisions grounded in evidence rather than opinion.
Before
Before
After
After
The six core issues: overloaded flat navigation unsuitable for 4,500+ products, broken mobile experience across key flows, a courses section that didn't reflect the commercial value of the education arm, checkout flows misaligned with sales and CS team needs, promotional content consistently ignored due to banner blindness, and a visual design that had fallen significantly behind where the company wanted to be positioned.
The six core issues: overloaded flat navigation unsuitable for 4,500+ products, broken mobile experience across key flows, a courses section that didn't reflect the commercial value of the education arm, checkout flows misaligned with sales and CS team needs, promotional content consistently ignored due to banner blindness, and a visual design that had fallen significantly behind where the company wanted to be positioned.
Process
Process
From discovery to director sign-off, independently
I ran the full process without an external agency or wider design team. Every stage was planned, executed, and communicated by me, with stakeholder input structured through formal review sessions rather than ad-hoc feedback. This gave the project a clear audit trail and meant design decisions were grounded in explicit director approval rather than informal sign-off.
From discovery to director sign-off, independently
I ran the full process without an external agency or wider design team. Every stage was planned, executed, and communicated by me, with stakeholder input structured through formal review sessions rather than ad-hoc feedback. This gave the project a clear audit trail and meant design decisions were grounded in explicit director approval rather than informal sign-off.
01
Discovery
01
Discovery
01
Discovery
Heatmaps, GA4, session recordings, customer feedback, CS team conversations, visual audit
02
IA & Navigation
02
IA & Navigation
02
IA & Navigation
Product catalogue audit, category taxonomy, mega menu architecture, sitemap redesign
03
Design
03
Design
03
Design
Wireframes, homepage variants, UI design system, high-fidelity screens in Figma
04
Stakeholder Review
04
Stakeholder Review
04
Stakeholder Review
Formal pre-read document, structured director session, feature prioritisation workshop
05
Implementation
05
Implementation
05
Implementation
GemPages build, Shopify theme edits, custom code, A/B testing, iterative optimisation
Before
Stakeholder Management
Stakeholder Management
Running a director-level design review as a solo designer/developer
One of the most significant aspects of this project was managing upward. I was working directly with company directors — people with deep commercial knowledge but no design background — and needed to get decisions made clearly and efficiently without losing weeks to back-and-forth feedback loops.
I produced a formal pre-read document distributed to directors before the review session. It covered the project objectives, proposed navigation structure, a customer survey I had designed to validate assumptions, and design concepts across the homepage, courses section, and product pages. Each section required a specific decision, not just general feedback. The review session itself ran with a prepared agenda and time allocations for each topic, and ended with an agreed priority list rather than a set of notes to interpret later.
Running a director-level design review as a solo designer/developer
One of the most significant aspects of this project was managing upward. I was working directly with company directors — people with deep commercial knowledge but no design background — and needed to get decisions made clearly and efficiently without losing weeks to back-and-forth feedback loops.
I produced a formal pre-read document distributed to directors before the review session. It covered the project objectives, proposed navigation structure, a customer survey I had designed to validate assumptions, and design concepts across the homepage, courses section, and product pages. Each section required a specific decision, not just general feedback. The review session itself ran with a prepared agenda and time allocations for each topic, and ended with an agreed priority list rather than a set of notes to interpret later.
Key Design Decisions
Key Design Decisions
Every decision grounded in evidence
Search-first hero, led by analytics not aesthetics
GA4 and Hotjar consistently showed search was the dominant navigation behaviour on the site. Users were bypassing navigation entirely because they couldn't find products through browsing. Rather than defaulting to a passive full-width banner, I proposed leading with a prominent search bar supported by category shortcut chips: Aligners, Thermoforming, Instruments, Education. This gave users with clear intent an immediate path to what they needed while still communicating the brand below the fold. Three homepage variants were presented to directors. The search-first approach was selected based on the analytics evidence presented alongside the concepts.
Every decision grounded in evidence
Search-first hero, led by analytics not aesthetics
GA4 and Hotjar consistently showed search was the dominant navigation behaviour on the site. Users were bypassing navigation entirely because they couldn't find products through browsing. Rather than defaulting to a passive full-width banner, I proposed leading with a prominent search bar supported by category shortcut chips: Aligners, Thermoforming, Instruments, Education. This gave users with clear intent an immediate path to what they needed while still communicating the brand below the fold. Three homepage variants were presented to directors. The search-first approach was selected based on the analytics evidence presented alongside the concepts.
Mega menu over flat navigation
The existing flat navigation couldn't scale to 4,500+ products and was actively driving users toward search as a workaround. I proposed a mega menu structure modelled on best practice from comparable B2B ecommerce sites referenced in the Phase I document. The new structure grouped products into logical clinical categories with icon-supported subcategory navigation, reduced top-level items from eight to five, and removed the secondary navigation row entirely. This addressed both the discoverability problem and the visual clutter that made the page feel overwhelming on first load.
Mega menu over flat navigation
The existing flat navigation couldn't scale to 4,500+ products and was actively driving users toward search as a workaround. I proposed a mega menu structure modelled on best practice from comparable B2B ecommerce sites referenced in the Phase I document. The new structure grouped products into logical clinical categories with icon-supported subcategory navigation, reduced top-level items from eight to five, and removed the secondary navigation row entirely. This addressed both the discoverability problem and the visual clutter that made the page feel overwhelming on first load.
Courses rebuilt as standalone landing pages
The education arm was generating significant revenue but course pages were basic Shopify product listings — a title, a price, an Add to Cart button. They did none of the commercial work a high-value, high-consideration purchase requires. For a CPD-accredited professional development course costing between £325 and £625 plus VAT per delegate, this was a significant commercial problem. I rebuilt each course page as a standalone landing page with a full hero image, structured content sections, instructor profiles with credentials, delegate testimonials, a photo gallery from previous events, and a clear booking form.
Courses rebuilt as standalone landing pages
The education arm was generating significant revenue but course pages were basic Shopify product listings — a title, a price, an Add to Cart button. They did none of the commercial work a high-value, high-consideration purchase requires. For a CPD-accredited professional development course costing between £325 and £625 plus VAT per delegate, this was a significant commercial problem. I rebuilt each course page as a standalone landing page with a full hero image, structured content sections, instructor profiles with credentials, delegate testimonials, a photo gallery from previous events, and a clear booking form.
Structured promotions over a rolling banner
The existing homepage used a single full-width rotating banner for all promotional content. Hotjar heatmaps showed the banner was largely being ignored — banner blindness is well documented and the data confirmed it for this audience. I replaced it with a structured three-tile promotions zone below the hero, giving each content type its own persistent visual space and solving an operational problem where the marketing team was trying to communicate multiple things through a single rotating element.
Structured promotions over a rolling banner
The existing homepage used a single full-width rotating banner for all promotional content. Hotjar heatmaps showed the banner was largely being ignored — banner blindness is well documented and the data confirmed it for this audience. I replaced it with a structured three-tile promotions zone below the hero, giving each content type its own persistent visual space and solving an operational problem where the marketing team was trying to communicate multiple things through a single rotating element.
Product page information hierarchy redesign
The existing product pages buried key information. Price was present but not prominent. Variant selection for orthodontic brackets — tooth position, quadrant, prescription type — was handled with dropdowns that didn't clearly communicate available options. The Add to Cart button competed visually with everything around it. I redesigned the hierarchy: price and variant selectors at the top using pill-button selectors rather than dropdowns, with Add to Cart given clear visual prominence and product details structured as scannable sections below.
Product page information hierarchy redesign
The existing product pages buried key information. Price was present but not prominent. Variant selection for orthodontic brackets — tooth position, quadrant, prescription type — was handled with dropdowns that didn't clearly communicate available options. The Add to Cart button competed visually with everything around it. I redesigned the hierarchy: price and variant selectors at the top using pill-button selectors rather than dropdowns, with Add to Cart given clear visual prominence and product details structured as scannable sections below.
Category icons for navigation clarity
The feature prioritisation exercise with directors identified category icons as an essential navigation improvement. For a specialist clinical audience that often knows what product type they need but not the exact product name, icons provide an immediate visual anchor in a mega menu. I designed a set of consistent icons for each product category using a unified visual style to maintain coherence across the navigation. This was agreed as a must-have for the initial release during the director review session.
Category icons for navigation clarity
The feature prioritisation exercise with directors identified category icons as an essential navigation improvement. For a specialist clinical audience that often knows what product type they need but not the exact product name, icons provide an immediate visual anchor in a mega menu. I designed a set of consistent icons for each product category using a unified visual style to maintain coherence across the navigation. This was agreed as a must-have for the initial release during the director review session.
Accessibility
Accessibility
Designing for a professional clinical audience of all abilities
Designing for a professional clinical audience of all abilities
Accessibility was built into the design decisions throughout, not treated as a checklist at the end. The audience includes practitioners across a wide age range and varying levels of digital comfort, which made accessibility practically important beyond just regulatory compliance.
Accessibility was built into the design decisions throughout, not treated as a checklist at the end. The audience includes practitioners across a wide age range and varying levels of digital comfort, which made accessibility practically important beyond just regulatory compliance.
Colour contrast
(WCAG AA)
Colour contrast (WCAG AA)
Colour contrast
(WCAG AA)
All text and interactive elements designed to
meet WCAG AA contrast ratios. The existing site had multiple contrast failures across button states and text on coloured backgrounds, all corrected throughout the redesign.
Touch target
sizing
Touch target sizing
Touch target
sizing
Navigation elements, buttons, and interactive components designed to meet the 44x44px minimum touch target guideline, particularly important for mobile usability which was a documented pain point from discovery.
Typography and readability
Typography and readability
Typography and readability
Font size hierarchy established so body text is never below 14px. Line height and paragraph spacing improved throughout, particularly on product description pages where dense text was a known usability issue.
Navigation and
keyboard access
Navigation and keyboard access
Navigation and
keyboard access
The new mega menu was designed with keyboard navigation in mind. Logical tab order and clear focus states were specified in the design documentation for the development implementation.
Image and alt
text standards
Image and alt text standards
Image and alt
text standards
Alt text standards established for all product imagery and promotional content. The existing site had significant gaps across the catalogue, a fix that improved both accessibility and SEO performance simultaneously.
Form clarity and
error handling
Form clarity and error handling
Form clarity and
error handling
Course booking and account creation forms redesigned with clear labels, visible validation states, and helpful error messages. The existing forms had no clear error states, which was generating CS team contact from confused customers.
Annotated Screens
Annotated Screens
Homepage redesign — decisions visible in the design
Homepage redesign — decisions visible in the design
Search-first hero
Search-first hero
Search-first hero
Prominent search bar with category shortcuts replaces the passive rolling banner. Led by analytics showing search was the dominant navigation behaviour.
Category shortcut chips
Category shortcut chips
Category shortcut chips
Four quick-access chips give returning users an immediate path to their most-visited sections without touching the navigation.
Structured promotions zone
Structured promotions zone
Structured promotions zone
Three-tile layout replaces the single rotating banner. Each tile has a persistent home — seasonal offers, new catalogue, featured product range.
Featured products with brand hierarchy
Featured products with brand hierarchy
Featured products with brand hierarchy
Products surfaced with brand logos and clear CTAs, organised by commercial priority rather than catalogue order.
Education on the homepage
Education on the homepage
Education on the homepage
Courses surfaced on the homepage for the first time, reflecting the commercial importance of the education arm and giving it parity with products.
Structured footer
Structured footer
Structured footer
Replaces a cluttered 40+ link footer. Organised into four clear columns with a newsletter signup and community CTA.
Courses Section — The Centrepiece
Courses Section — The Centrepiece
From basic product listing to full commercial experience
The courses section was the part of the redesign that launched before the acquisition and where the clearest outcome data exists. It was also the section that showed the biggest gap between what existed and what the business actually needed.
The old course pages were standard Shopify product pages. No imagery from previous events. No instructor information. No testimonials. No structured breakdown of what the course covered or what was included in the price. For a CPD-accredited professional development course costing between £325 and £625 plus VAT per delegate, this was a serious commercial problem.
I rebuilt the courses section from the ground up. The courses landing page became a proper hub with course cards, instructor profiles, delegate testimonials, a photo gallery from previous events, and a value proposition section. Individual course pages became standalone landing pages that did the full commercial job of communicating why a busy clinician should take a day out of their practice to attend.
From basic product listing to full commercial experience
The courses section was the part of the redesign that launched before the acquisition and where the clearest outcome data exists. It was also the section that showed the biggest gap between what existed and what the business actually needed.
The old course pages were standard Shopify product pages. No imagery from previous events. No instructor information. No testimonials. No structured breakdown of what the course covered or what was included in the price. For a CPD-accredited professional development course costing between £325 and £625 plus VAT per delegate, this was a serious commercial problem.
I rebuilt the courses section from the ground up. The courses landing page became a proper hub with course cards, instructor profiles, delegate testimonials, a photo gallery from previous events, and a value proposition section. Individual course pages became standalone landing pages that did the full commercial job of communicating why a busy clinician should take a day out of their practice to attend.
Before
Before
After
After
Before
Before
After
After
Supporting Pages
Supporting Pages
Consistency across the full platform
Beyond the homepage and courses section, I rebuilt or significantly improved a range of supporting pages that had been neglected. These pages weren't glamorous but they were frequently visited and their poor quality was undermining the trust that better product pages were trying to build.
Consistency across the full platform
Beyond the homepage and courses section, I rebuilt or significantly improved a range of supporting pages that had been neglected. These pages weren't glamorous but they were frequently visited and their poor quality was undermining the trust that better product pages were trying to build.
Before
Before
After
After
After
After
The Contact page was rebuilt with a regional sales map, clearly structured enquiry routing, and a simplified feedback form. The Sustainability page was turned from a text-heavy document into a visual showcase of the company's carbon reduction achievements. The Careers page was rebuilt with dynamic job listings, a photo gallery of team events, and structured content where previously there had been a single paragraph with a generic email address.
The Contact page was rebuilt with a regional sales map, clearly structured enquiry routing, and a simplified feedback form. The Sustainability page was turned from a text-heavy document into a visual showcase of the company's carbon reduction achievements. The Careers page was rebuilt with dynamic job listings, a photo gallery of team events, and structured content where previously there had been a single paragraph with a generic email address.
What Launched
What Launched
A clear record of what went live before the acquisition
A clear record of what went live before the acquisition
Courses landing page
Courses landing page
Courses landing page
Full redesign with course grid, instructors, testimonials, and photo gallery. Live and generating measurable results.
Individual course pages
Individual course pages
Individual course pages
All active courses rebuilt as standalone landing pages — IPR, Anti-Snoring, Mini-Implant, Thermoforming, 3D Orthodontics, MSi, Leone Symposium.
All active courses rebuilt as standalone landing
pages — IPR, Anti-Snoring, Mini-Implant, Thermoforming, 3D Orthodontics, MSi, Leone Symposium.
Careers page
Careers page
Careers page
Full rebuild with dynamic job listings, team gallery, and Long Service Awards section.
Sustainability page
Sustainability page
Sustainability page
Visual rebuild showcasing carbon reduction plan and sustainability initiatives.
Contact page
Contact page
Contact page
Rebuilt with regional sales map, structured enquiry routing, and feedback form.
Event landing pages
Event landing pages
Event landing pages
New pages built from scratch for specialist training events, covering full content structure, UX, and booking flows.
Homepage redesign
Homepage redesign
Homepage redesign
Complete redesign documented but not released following acquisition. Full files available.
Product page redesign
Product page redesign
Product page redesign
New layout and information hierarchy designed, not deployed following acquisition.
Continuous Improvement
Continuous Improvement
Iterative optimisation running alongside the redesign
The redesign wasn't the only work happening. Alongside the strategic project, I ran a continuous programme of iterative improvements across the live platforms. This included A/B tests on product page layouts, landing page optimisation for key product ranges, SEO improvements across the catalogue contributing to a 20% increase in organic traffic, email campaign design and segmentation in Klaviyo averaging 40%+ click-through rates, and promotional banner management across the platform.
I also introduced AI-assisted workflows for content creation and design tasks, reducing the turnaround time on internal digital requests by approximately 20%. This meant the team could move faster on campaigns and product launches without a single designer being the only person who could produce digital assets.
Iterative optimisation running alongside the redesign
The redesign wasn't the only work happening. Alongside the strategic project, I ran a continuous programme of iterative improvements across the live platforms. This included A/B tests on product page layouts, landing page optimisation for key product ranges, SEO improvements across the catalogue contributing to a 20% increase in organic traffic, email campaign design and segmentation in Klaviyo averaging 40%+ click-through rates, and promotional banner management across the platform.
I also introduced AI-assisted workflows for content creation and design tasks, reducing the turnaround time on internal digital requests by approximately 20%. This meant the team could move faster on campaigns and product launches without a single designer being the only person who could produce digital assets.
Iterative optimisation running alongside the redesign
The redesign wasn't the only work happening. Alongside the strategic project, I ran a continuous programme of iterative improvements across the live platforms. This included A/B tests on product page layouts, landing page optimisation for key product ranges, SEO improvements across the catalogue contributing to a 20% increase in organic traffic, email campaign design and segmentation in Klaviyo averaging 40%+ click-through rates, and promotional banner management across the platform.
I also introduced AI-assisted workflows for content creation and design tasks, reducing the turnaround time on internal digital requests by approximately 20%. This meant the team could move faster on campaigns and product launches without a single designer being the only person who could produce digital assets.
What Would Have Followed
What Would Have Followed
The roadmap had it continued
The roadmap had it continued
01
01
01
Full homepage launch with the redesigned hero, navigation mega menu, and content structure
02
02
02
Product page redesign rollout across the 4,500+ product catalogue with new variant selectors and improved Add to Cart
03
03
03
Improved search and filtering — identified as the highest-priority feature in the director prioritisation exercise
04
04
04
Customer account improvements aligned with sales and CS team workflows — wishlist, order history, account-gated pricing
05
05
05
Trustpilot integration and review system — agreed as essential for trust-building with the professional clinical audience
06
06
06
Ongoing A/B testing programme built on the continuous improvement infrastructure already in place
Reflection
Reflection
What this project taught me
What this project taught me
"This was the most complete piece of product ownership I've had. Discovery, strategy, IA, design, stakeholder management, implementation, and ongoing optimisation — all of it, independently, over three years. The acquisition was genuinely disappointing timing. The project was at the point where the most impactful work was about to ship. But the courses section launched, performed, and is still live. What I take from this project most is how to operate at director level as a designer. Not just presenting work, but structuring decisions so that non-design stakeholders can make them confidently and quickly. The pre-read document, the formal review session, the prioritisation framework — those were as much a part of the design work as any screen in Figma."
"This was the most complete piece of product ownership I've had. Discovery, strategy, IA, design, stakeholder management, implementation, and ongoing optimisation — all of it, independently, over three years. The acquisition was genuinely disappointing timing. The project was at the point where the most impactful work was about to ship. But the courses section launched, performed, and is still live. What I take from this project most is how to operate at director level as a designer. Not just presenting work, but structuring decisions so that non-design stakeholders can make them confidently and quickly. The pre-read document, the formal review session, the prioritisation framework — those were as much a part of the design work as any screen in Figma."
"This was the most complete piece of product ownership I've had. Discovery, strategy, IA, design, stakeholder management, implementation, and ongoing optimisation — all of it, independently, over three years. The acquisition was genuinely disappointing timing. The project was at the point where the most impactful work was about to ship. But the courses section launched, performed, and is still live. What I take from this project most is how to operate at director level as a designer. Not just presenting work, but structuring decisions so that non-design stakeholders can make them confidently and quickly. The pre-read document, the formal review session, the prioritisation framework — those were as much a part of the design work as any screen in Figma."
What I'd do differently
What I'd do differently
What I'd do differently
I'd have pushed harder to launch the homepage redesign earlier rather than waiting for the full suite of pages to be ready. The courses section showed that partial launches with clear metrics are more valuable than waiting for everything to be perfect. Shipping the homepage, getting data, and iterating would have been better than holding it back until everything was complete.
I'd have pushed harder to launch the homepage redesign earlier rather than waiting for the full suite of pages to be ready. The courses section showed that partial launches with clear metrics are more valuable than waiting for everything to be perfect. Shipping the homepage, getting data, and iterating would have been better than holding it back until everything was complete.
I'd have pushed harder to launch the homepage redesign earlier rather than waiting for the full suite of pages to be ready. The courses section showed that partial launches with clear metrics are more valuable than waiting for everything to be perfect. Shipping the homepage, getting data, and iterating would have been better than holding it back until everything was complete.
More works
More works
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com