helPing customers to easily find products in an inspiring way.

the proposition

  • KR1. To reduce the abandonment rate of our product catalogue by 1%

  • KR2. To create an inspiring and frictionless way to shop and help customers find exactly what they are looking for.

a new way to shop at Photobox

Photobox was founded in 1999 and is one of the UK's most loved ways to purchased personalised gifting. As the businesses product offering has expanded over the years, so has our online catalogue. However after conducting several rounds of customer interviews, and monitoring user feedback, it was determined that our website was not always the easiest to navigate. Therefore, myself and my Product Manager decided it was time to invasion a new way to shop at Photobox. We wanted to create an experience that was theme led, so that customers could be exposed to many different physical products. We also saw a world where product rich photography was used to sell our products and give better clarity over what they might be purchasing


My Role

I was the lead designer on this project, working closely with my Product Manager, to build hypotheses, initial concepts, high fidelity mock ups. I then took this concept and presented the board of stakeholders in order to show how a new shopping experience might look at Photobox.

physical product cross over


Physical products and creative themes have a many-to-many relationship: each product may be available with many themes, and each theme may be applied to many products. This creates an interesting problem to solve. How can we communicate in the most simplistic way different products, that are available in many different themes and vice versa.

Thematic design

physical product

The model

The purpose of the proposed shopping navigation experience is to help customers find what they are looking for based on what their purchase intent is. we therefore decided to break this down further into a three tier model:


Product-led - “I’m looking for a type of product, e.g. a photo book”

Style led - “I’m looking for something retro”

Occasion/topic-led - “I’m looking for something travel-related”

MY discovery process


  • Stakeholder discussions

  • Project Goals planning with PM & EM

  • Brand Strategy

  • Measure of Success

  • Project Priorities


  • User Interviews

  • Surveys

  • User Testing

  • Competitor Research

  • Analytics Review


  • Use Cases

  • Persona Creation

  • Story Boards

  • Red Routes / Critical Design Paths

  • Experience Maps

  • Workflow Diagram

design & test

  • Mood Boards

  • Flow Diagrams

  • Wireframing

  • Low Fidelity Concepts & Prototypes

  • High Fidelity Concepts & Prototypes

  • Testing / User Testing


  • Internal Launch and Testing

  • Beta Launch

  • User Testing

  • Launch

  • Live Testing (A/B Testing) Tweaks and Improvements

  • New Features

Shopping Experience Ui

Product led

Below are the current designs Vs the proposed designs. In the current experience the products are very linear. You choose a category such as Photobooks for example and you are shown all the products within that category in one long list. 

So, whats the issue?

Shopping in this format is very overwhelming. Customers often feel there is too much choice and not enough "distinction" between the different products making it hard to pick. "When I go on your website, I am not sure what the difference is between a soft back cover and a Layflat. Your website doesn't help choose based on the kind of project I want to make."  

We have also found that we have an incredibly high bounce rate from customers with this format.Many customers are long legacy customers and they shop in a very matter of fact way, "I want X, and I want to get to that page in the shortest time possible."

Before and after shopping.jpg

Current designs

proposed designs