the challenge
balancing simplicity and scale
Kit came to us with a strong brand (and a site they already loved) but as the product range expanded, the experience needed to grow with it. We partnered with the team to refine key moments across the shopping journey, bringing more structure without losing what made the brand feel simple, accessible, and elevated.
While Kit had a strong foundation, the website wasn’t fully capturing the brand’s essence or keeping pace with the growing complexity of their product offering. As the range grew, new challenges emerged:
Content and products were becoming harder to navigate
Key shopping moments lacked structure
The site risked losing the simplicity that defined the brand
The challenge was to evolve the online experience to support growth while staying true to Kit’s core values.
my role
Led end-to-end UX & UI design across desktop and mobile
Collaborated closely with Bedford Lane to align brand, product and commerce priorities
Balanced conversion, storytelling and design scalability
Delivered flexible design solutions that supported both growth and brand clarity
the approach
balancing simplicity and scale
Kit came to us with a clear vision of where to focus. With these priorities in place, we worked collaboratively to strengthen the user experience without losing the essence of the brand.
As design lead, I guided decisions across each key touchpoint, balancing creative direction with UX principles and conversion goals. We designed flexible, brand-aligned components that could be reused across the site, making the design cohesive and efficient to implement.
key pages and design decisions
Introduced clearer category callouts to guide product discovery while maintaining space for editorial storytelling.
Navigation
Shifted from a single “Shop” link to dropdown menus, making it easier for customers to explore an expanding product range.
Product page (PDP)
Surfaced key information (ingredients, benefits, application) above the fold for quick understanding, with deeper content to support storytelling, confident decision-making, and complementary product discovery to increase average order value.
Side bag
Introduced to keep customers in the shopping flow, reduce friction, and softly promote upsells and free shipping incentives.
Journal pages
Improved layout and readability to strengthen brand storytelling, education, and trust-building.
Search functionality
Improved search functionality to better support customers as the product range grew and search intent increased.
the impact
a confident evolution
The result was a considered evolution of Kit's site — one that felt more confident, intuitive, and aligned with their brand ethos. By making thoughtful changes in the right places, we brought more clarity to their story, more confidence to their shopping journey, and more value to every interaction.
The refresh not only strengthened brand perception and conversion but also earned an Honourable Mention from Awwwards, a recognition of design excellence that speaks to the impact of our collaborative approach.
Key highlights included:
Clearer category callouts to help customers find products faster
Improved navigation with dropdown menus for easier product discovery
Expanded product pages with clearer ingredient, application, and benefit information
Complementary product suggestions to support product discovery and increase average order value
New side cart experience to reduce friction and keep customers in the shopping journey
Improved journal content layout for stronger brand storytelling
Updated search functionality to support growing product range and customer intent
measuring success
While I didn’t have access to post-launch analytics, success would be reflected through:
Increased engagement with product storytelling and ingredient information
Higher add-to-cart rates and confident purchasing
Longer time spent on product pages, indicating deeper interest and clarity
Higher average order value through upsell opportunities and stronger product education
Fewer support queries related to product usage or benefits
Client Testimonial
"Working with Bedford Lane on the redesign of our kit website was an absolute pleasure. In an impressively short timeframe, they not only understood our needs but also collaborated seamlessly with us to optimize every aspect of the site. Their execution was flawless, delivering a website that exceeded our expectations in both functionality and aesthetics"
Annie Hersham
Assistant Brand Manager, Kit:
