Omlet
UX Designer
About Omlet – The curious collective
Based in Banbury, Oxfordshire, Omlet are a global pet product company with a multilingual website available reaching 13 countries. From chicken coops that look like spaceships, to dog beds and cat trees, all of Omlet’s products are invented in house with a start from scratch mentality – Omlet are unafraid to look at life through a new lens and begin again. Engineering inventions that alleviate the harder parts of owning pets and enhance the magic.
UI Rebrand project
Omlet collaborated with the design agency Ragged Edge to undertake a global rebranding initiative, unveiling a fresh outlook for a brand that had remained unchanged for over a decade.
In this project, my responsibility involved transforming this new brand vision into an enhanced digital experience by revamping the entire user journey. Drawing from my expertise in User-Centred Design and successful delivery of substantial digital transformation projects, I utilized the provided brand guidelines for print to reconstruct the website entirely.
Through crafting page mock-ups in Figma and introducing the company’s inaugural digital design pattern library, I established a comprehensive system of modular web design assets rooted in the principles of Brad Frost’s Atomic Design. Beginning with fundamental atom elements like colours, typography, and icons, the library expanded to encompass molecules such as buttons, tabs, and menus.
As the creation of page layouts progressed, the asset library evolved to include more intricate organism components like top navigation elements and product configurators. This systematic approach facilitated swift design iterations and prototyping for future content developments.
The rebranding project presented an opportunity to do more than just revamp the website’s appearance. It allowed us to completely redesign the site with a focus on improving user experience. As part of this process, workshops were conducted to prioritize features.
Over a span of 4 months, I created new layouts for all e-commerce pages, taking into account the design for mobile, tablet, and desktop breakpoints. Key pages and user journeys underwent testing to ensure optimal functionality and usability.
Other work included Smart App design, and AR features for product visualisation.
View the new site I designed at: www.omlet.co.uk
User Journey Analysis
Before delivering the rebrand, the first project I delivered at Omlet was a complete redesign of the checkout process – from shopping cart to order complete with a goal of improving conversion rate..
At that time Omlet had no site tracking data on how users where interacting with the checkout process, other than some basic stats in Google Analytics around page views, none of the interactive elements on page where tagged in any way. To address this gap I decided testing with users, speaking to the call centre team, and thoroughly testing the process myself would help identify any issues.
After gathering this research I identified general usability issues with UI elements being too small and easily missed on mobile, to more serious breaking problems with form elements that prevented orders being taken.
I presented my findings, created a backlog of requirements and discussed with the directors priorities and timescales, stressing that in light of the discovery of some breaking issues, instead of waiting for a 4 week big bang approach to complete the backlog, the critical bugs needed to be fixed using a MVP approach to fix critical conversion rate issues first.
After the critical issues where resolved, a completely new design was implemented that reduced the checkout process from 5 to just 3 screens for new visitors, and 1 screen for return. The new design and journey had a GA reported 14% uplift in conversion.
Content Square & Monetate
Even though the new checkout now included basic tracking capabilities within GA, the business agreed to integrate more advanced tools whereto help know what drives good engagement, and what was causing abandonment on the site. Content Square digital experience tool was integrated providing detailed journey analysis visualisations, zone-based heatmaps, and video session replays of real customers, I was able to further understand UX pain points, technical issues and help prioritize improvements based on business impact to increase conversions and customer satisfaction.
To complement CS, a partnership with Monetate, a leader in multivariant testing and personalisation, was also added and the two integrated together. This enabled UI variations to user journeys, entire page designs, and smaller content changes, with AI tools to reduce risk and understand revenue impact to get benefits quicker.
Project management
Even though the job title was UX Designer, Omlet where aware of my extensive background in working on, and delivering large scale transformative projects. As well as redesigning the UI estate, I also managed the delivery of the checkout redesign, rebrand and UX project, smart app design, and integration and training of Content Square and Monetate UX tools.
To enable I introduced the business to agile development methodology, formed two working groups with myself operating as scrum master, and teams comprising of company directors, developers, marketing team members, creative designers and copywriters.
Running the companies first daily stand ups, I complimented Asana and Jira backlogs with a physical board for those team members on site and a camera screen set up for home workers.
Along with other scrum ceremonies, I also ran discovery, feature & backlog prioritisation, design and user empathy workshops helping to focus story and feature requirements based on a UCD approach.
Want to learn more?
I would be happy to discuss any of my roles or projects further. Please contact me on LinkedIn or by email at markboothdesign@gmail.com