Flax Sleep
Flax Sleep (Wilet) is a linen bedding company expanding to include home goods.
UX Design
Previously selling only linen, the website was redesigned to feature a range of home goods.
The final product.
My Process
I joined the Flax Sleep project to assist them in transitioning from a linen-focused store to a comprehensive home goods retailer. This transformation involved several crucial steps.
Through these efforts, the Flax Sleep project expanded its product range, created an engaging online shopping experience, and established a stronger customer bond, ultimately driving growth and success in the home goods market.
In the four years following this project, Flax Sleep expanded internationally and rebranded as Wilet.
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Thoroughly examined customer needs, expectations, and behaviours to gain deep insights into their preferences and pain points.
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Provided data-driven recommendations on enhancing conversion rates based on comprehensive customer analysis.
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Recorded and analyzed customer website interactions to identify potential areas of improvement where the customer journey might have stalled.
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Created wireframes and suggested usability enhancements to streamline the website's navigation and overall user experience, facilitating seamless browsing and shopping.
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Identified opportunities to tell a compelling brand story and recreate the immersive in-store experience on the website, fostering a stronger emotional connection with customers.
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Offered dedicated support in ensuring the website's functionality and user experience by thoroughly testing and providing a comprehensive report on bugs and usability issues.