Case Study
Journey refinement
Improving key flows through testing, iteration, and continuous refinement based on real user behaviour.
Role
UX / Product Designer
Focus
Usability testing, iteration, performance
Duration
January 2021 – April 2021
Methods
A/B testing, analytics, usability testing
Problem
The journey was working, but not as well as it should have been. There were signs of hesitation, avoidable drop-off, and parts of the experience that were carrying more friction than they needed to.
The challenge was not to redesign everything, but to understand where improvement would have the most impact and refine the experience in a more targeted way.
Approach
The work focused on ongoing refinement through testing, analysis, and iteration. Looking at behaviour, reviewing performance, and making changes in areas where clarity and usability could be improved.
Rather than treating the journey as fixed, the aim was to create a more responsive way of improving it over time.
Outcome
The journey became easier to move through, with improvements centred on clearer decisions, stronger progression, and better overall usability.
It also reinforced the value of continuous improvement, showing how smaller changes can make a meaningful difference when they are guided by real evidence.