My Role
My responsibilities spanned the entire user experience lifecycle.
• Conducting customer and user interviews to gather insights directly from the target audience.
• Performing desktop and user research to inform design decisions.
• Developing customer journey maps and personas to define user pathways and archetypes.
• Leading UX & UI design, focusing on creating engaging interactive experiences that are both creative and effective.
• Ensuring responsive web design solutions for a seamless experience across all devices.
• CX thinking to align the digital experience with broader customer needs.
Team Contributions
This project was a collaborative effort, particularly as we undertook an in-house rebrand for Ezytrail. In this capacity, I worked very closely with the Creative Director and Graphic Designers, ensuring a cohesive brand identity was integrated throughout the new website's user experience and interface
Research & Discovery
Our design process began with a robust Research & Discovery phase, deeply rooted in a human-centred design methodology. We conducted extensive desktop and user research to gain valuable insights into user needs, preferences and pain points.
User Interview Objectives:
Identify pain points with the old website and buying process
Understand how users prefer to view and buy caravans (e.g. in-person, 3D, video, online)
Explore e-commerce expectations (e.g. payments, buying online)
Map the typical caravan buyer journey
Review competitor strengths and best practices
Understand what builds trust in online purchases
Uncover what drives or blocks users from submitting online leads
Design & Collaboration
Building on research insights, I translated user needs and business goals into responsive digital solutions. I led UX/UI design efforts, creating engaging experiences across devices. The process was highly collaborative sessions, strategy workshops and CX thinking shaped the work from early concepts to final UI design. Working closely with both clients and our internal team ensured a seamless, user-focused outcome.
Deliverables
The final deliverables brought together all our research and design work into a successful outcome for Ezytrail.
Key deliverables included:
User Interviews Report: Captured customer pain points, viewing and purchasing preferences and what builds trust in online transactions
Customer Journey Maps and Personas: Based on real user insights, these guided a user-centred design approach
New Ezytrail Website: A high-performing, visually engaging platform tailored to user needs and business goals, featuring clear navigation, rich content and conversion-focused functionality
These deliverables ensured the final experience was intuitive, engaging and effective, leading to improved customer confidence and stronger conversion from leads to sales.