A refined digital experience that balances beauty, usability, and conversion.
Overview
I led the full redesign of the Tom Howley website, a strategic transformation aimed at changing brand perception, improving user experience, and driving measurable growth. The new site delivered a more premium and intuitive experience across all devices, aligning with the brand’s modern, aspirational identity.
My Role
I was responsible for the design, structure, and creative direction of the website, collaborating closely with our in-house developer and marketing team to ensure every element supported both the user journey and business objectives.
Designed the full site architecture, user interface, and navigation flow.
Defined the page hierarchy and led copy and image selection in line with brand guidelines.
Worked with a freelance copywriter to refine tone of voice and messaging.
Oversaw front-end implementation, testing, and quality assurance to ensure seamless execution.
Improved the blog and introduced lifestyle-driven case study pages to increase engagement and emotional connection.
Driving Engagement Through Video
As part of the redesign, I introduced video content across key product pages to create a more immersive and engaging user experience. I developed short videos that showcased materials, finishes, and craftsmanship in a more dynamic way. This addition brought the brand’s designs to life online, helping users better visualise the quality and detail of each kitchen, while increasing dwell time and supporting stronger emotional connection with the product.
+30% increase in conversion rate
Outcome
The redesign delivered substantial improvements across key performance metrics, confirming the site’s success in engaging users and converting leads:
+45% increase in total sessions
+47% increase in engaged sessions
+30% increase in conversion rate
+88% increase in total leads
+57% increase in organic traffic through improved SEO
Feedback from both leadership and colleagues was overwhelmingly positive, with users praising the clean design, easy navigation, and enhanced mobile experience.
