Easy Signs

Project Overview

Easy Signs approached me to redesign and redevelop their website while continuing to use their existing CMS and ecommerce data. The original site was outdated, hard to use, and not responsive, making it almost impossible for users to place orders on tablets or mobile devices.

The goal was to bring the site up to modern standards with a fresh, on-brand design that worked seamlessly across all devices, while keeping the current backend setup intact.

Team

Design team (myself)
Engineering team
Internal business owners
Sales team

Role

Product design
UX research
Prototyping & user testing
Front-end development
Stakeholder research & collaboration

Tools

Sketch (I now use Figma)
InVision
Photoshop
Illustrator
MAMP Pro
Sublime text editor

The Problem

The old site wasn’t keeping up with user needs or the business. It wasn’t mobile-friendly, the layout made it difficult to browse or place orders, and the overall design didn’t reflect the quality or professionalism of the brand.

Given that all company sales happen through the website, it was critical to fix the user experience, especially on mobile to make sure people could find products easily, customise them, and check out with minimal friction.

Project Process

The new design was built with a focus on clarity, usability, and responsiveness. I updated the layout to feel more modern and aligned with the brand, using imagery and icons to break up dense content and guide the user through the site more naturally.

I restructured the user flow, identified pain points and simplified the path to purchase. On the product pages, I made it easier for users to choose the most common variations quickly, while also offering a custom order option with a live pricing guide for those who needed more control.

Special attention was paid to the checkout process, ensuring it was clear, fast, and functional across all screen sizes. This was key, since any friction in the order process directly impacted sales.

Responsibilities & Contributions

Ran requirement gathering sessions and ideation workshops with the team
Led the full redesign of the site layout and UI
Created prototypes and ran user testing to validate improvements
Handled front-end development while integrating with the existing CMS
Focused on improving mobile usability and streamlining the ordering process

Outcome & Learnings

Since launching the new website in 2017, Easy Signs has seen a major jump in online sales. The site broke daily and weekly order records, leading to the company hiring extra staff and expanding their factory and equipment to meet demand.

The improved usability, especially on mobile has made it easier for customers to place orders, helping to grow the business significantly. The site continues to perform strongly and scale with the business.

This project was a strong reminder of how much of a difference good UX and responsive design can make, especially when your website is your entire sales engine.