Case Study
Core Journey Audit
Auditing and improving a multi-step customer journey to reduce friction, clarify key decisions, and increase progression towards enquiry and finance proposal.
Role
UX / Product Designer
Focus
Journey optimisation, usability, conversion
Duration
September 2019 – 2020
Methods
User testing, thematic analysis, A/B optimisation
Problem
The journey had become harder to use over time. Key decisions were not always clear, information was spread across too many steps, and progression towards enquiry and finance proposal was affected by avoidable friction.
The aim was to understand where that friction was coming from, identify what was getting in the way, and create a clearer path through the experience.
Approach
The work started with an audit of the journey, supported by user testing and thematic analysis. This helped surface where users hesitated, where expectations were not being met, and which parts of the journey created the most uncertainty.
From there, the focus shifted to prioritising issues, improving structure, and testing changes through iterative optimisation.
Outcome
The result was a clearer and more effective journey, with improvements focused on usability, decision-making, and progression through key steps.
The work also created a stronger foundation for continued optimisation, making it easier to test and refine changes over time.