TRANSFORMING DIGITAL JOURNEYS TO DRIVE CONVERSION
& ENGAGEMENT
CONVERSION
TRANSFORMATION
EXPERIENCE
At a glance
Role: Head of User Experience
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Client: Compare the Market
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Scope: End-to-end digital experience​
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Focus: Conversion optimisation and customer
journey transformation
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Impact:
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Increased conversion through simplified and
optimised journeys -
Reduced drop-off across key customer flows
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Improved engagement and usability across the platform
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Established a more scalable and consistent UX foundation
Designing for growth and customer value
Simplifying journeys and improving clarity to drive measurable business outcomes
Compare the Market’s digital experience had become fragmented over time, creating friction for users and limiting conversion potential.
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Inconsistent journeys across products and platforms
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High friction in key conversion flows
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Limited clarity and engagement across experiences
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The opportunity was to simplify the experience, improve usability, and create more effective, conversion-focused journeys aligned to business goals.
The challenge
Approach
I led a data-led, user-centred approach to identify friction and optimise key journeys.
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Analysed existing journeys to identify drop-off points
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Mapped end-to-end experiences to highlight inefficiencies
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Iterated on solutions through wireframes and prototypes
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Focused on simplifying interactions and improving clarity
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The goal was to reduce friction, improve flow, and create a more effective experience aligned to both user needs and business outcomes.
Optimising the experience
I led the redesign of key customer journeys to create a more intuitive, engaging, and conversion-focused experience.
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Simplified navigation and clarified user flows
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Improved information hierarchy and content clarity
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Reduced friction across key interactions
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Created a more consistent and scalable experience across the platform
The result was a cleaner, more effective experience that improved usability while directly supporting conversion and business performance.
Results
The redesigned experience delivered measurable improvements across conversion, engagement, and overall business performance.
23%
Increased conversion by 22% through simplified and optimised user journeys
17%
Reduced drop-off across key journeys by 17%, improving funnel efficiency
30%
Increased engagement by 30%, driving deeper interaction across core experiences
24%
Improved task completion rates by 24%, reducing friction in key user flows
