Kit Factory
Kit Factory
Reframing a complex e-commerce experience to reduce hesitation, support confident customisation and drive clearer decision-making across the full site.
PROJECT TYPE
2025
Scope
Branding
Timeline
8 weeks
The Challenge
As product options increased, the website placed growing cognitive load on users during high-commitment moments.
As product options increased, the website placed growing cognitive load on users during high-commitment moments.
As product options increased, the website placed growing cognitive load on users during high-commitment moments.
While intent was strong, reassurance around pricing, delivery timelines and product suitability was often unclear when decisions mattered most. Through early research, I identified that users were ready to purchase but hesitated during configuration. Unclear option dependencies, inconsistent hierarchy and a lack of progressive guidance created decision paralysis. The challenge was to reduce uncertainty at these moments without oversimplifying the product offering or limiting flexibility.
While intent was strong, reassurance around pricing, delivery timelines and product suitability was often unclear when decisions mattered most. Through early research, I identified that users were ready to purchase but hesitated during configuration. Unclear option dependencies, inconsistent hierarchy and a lack of progressive guidance created decision paralysis. The challenge was to reduce uncertainty at these moments without oversimplifying the product offering or limiting flexibility.
While intent was strong, reassurance around pricing, delivery timelines and product suitability was often unclear when decisions mattered most. Through early research, I identified that users were ready to purchase but hesitated during configuration. Unclear option dependencies, inconsistent hierarchy and a lack of progressive guidance created decision paralysis. The challenge was to reduce uncertainty at these moments without oversimplifying the product offering or limiting flexibility.
Confidence Dropped During Customisation
Research showed hesitation increased once users entered configuration. Uncertainty around pricing, option dependencies and next steps slowed progression and caused unnecessary backtracking.
High-Intent Purchasers
Kit Factory users typically arrive with clear purchase intent, often buying on behalf of teams, clubs or organisations. They expect efficiency, clarity and confidence at every step of the journey.
Reassurance Came Too Late
Key reassurance signals such as delivery timelines, suitability and cost implications were present but buried. Users needed this information earlier to commit with confidence.
Audience and Insights
Audience and Insights
High-Intent Purchasers
An Experience That Felt Fragmented
Kit Factory users typically arrive with clear purchase intent, often buying on behalf of teams, clubs or organisations. They expect efficiency, clarity and confidence at every step of the journey.
Kit Factory users typically arrive with clear purchase intent, often buying on behalf of teams, clubs or organisations. They expect efficiency, clarity and confidence at every step of the journey.
Confidence Dropped During Customisation
Unclear Conversion Pathways
Research showed hesitation increased once users entered configuration. Uncertainty around pricing, option dependencies and next steps slowed progression and caused unnecessary backtracking.
Research showed hesitation increased once users entered configuration. Uncertainty around pricing, option dependencies and next steps slowed progression and caused unnecessary backtracking.
Reassurance Came Too Late
Outdated Structure and Limited Clarity
Key reassurance signals such as delivery timelines, suitability and cost implications were present but buried. Users needed this information earlier to commit with confidence.
Key reassurance signals such as delivery timelines, suitability and cost implications were present but buried. Users needed this information earlier to commit with confidence.
IDEATION AND APPROACH
Ideation focused on reducing cognitive load while preserving flexibility and choice.
Ideation focused on reducing cognitive load while preserving flexibility and choice.
Ideation focused on reducing cognitive load while preserving flexibility and choice.
I explored concepts centred on clearer information hierarchy, progressive disclosure and earlier reassurance during configuration. Rather than pursuing visual novelty, I evaluated ideas based on their ability to support confident progression. Concepts were tested against behavioural goals, with only solutions that reduced hesitation and aligned with user mental models carried forward into design.
I explored concepts centred on clearer information hierarchy, progressive disclosure and earlier reassurance during configuration. Rather than pursuing visual novelty, I evaluated ideas based on their ability to support confident progression. Concepts were tested against behavioural goals, with only solutions that reduced hesitation and aligned with user mental models carried forward into design.
I explored concepts centred on clearer information hierarchy, progressive disclosure and earlier reassurance during configuration. Rather than pursuing visual novelty, I evaluated ideas based on their ability to support confident progression. Concepts were tested against behavioural goals, with only solutions that reduced hesitation and aligned with user mental models carried forward into design.
I introduced a structured research and testing process, using early validation and rapid iteration to guide decisions, reduce risk and ensure the experience evolved around real user behaviour rather than assumptions.
I introduced a structured research and testing process, using early validation and rapid iteration to guide decisions, reduce risk and ensure the experience evolved around real user behaviour rather than assumptions.
I introduced a structured research and testing process, using early validation and rapid iteration to guide decisions, reduce risk and ensure the experience evolved around real user behaviour rather than assumptions.
Testing and Evaluation
Testing and Evaluation
29%
Faster Product Configuration
Users completed custom kit builds more quickly once options were grouped into clear stages, reducing backtracking and hesitation during high-commitment steps.
22%
Increase in Completed Enquiries
Introducing clearer reassurance points and a structured journey improved confidence, leading to more users completing enquiries without dropping out.
38%
Improvement in Product Understanding
Clearer hierarchy, progressive disclosure and consistent specifications helped users understand differences between options and make decisions with greater certainty.
29%
Faster Product Configuration
Users completed custom kit builds more quickly once options were grouped into clear stages, reducing backtracking and hesitation during high-commitment steps.
22%
Increase in Completed Enquiries
Introducing clearer reassurance points and a structured journey improved confidence, leading to more users completing enquiries without dropping out.
38%
Improvement in Product Understanding
Clearer hierarchy, progressive disclosure and consistent specifications helped users understand differences between options and make decisions with greater certainty.
29%
Faster Product Configuration
Users completed custom kit builds more quickly once options were grouped into clear stages, reducing backtracking and hesitation during high-commitment steps.
22%
Increase in Completed Enquiries
Introducing clearer reassurance points and a structured journey improved confidence, leading to more users completing enquiries without dropping out.
38%
Improvement in Product Understanding
Clearer hierarchy, progressive disclosure and consistent specifications helped users understand differences between options and make decisions with greater certainty.
The Solution
The final solution restructured the e-commerce experience around confidence-led progression.
The final solution restructured the e-commerce experience around confidence-led progression.
The final solution restructured the e-commerce experience around confidence-led progression.
Customisation was broken into clearer stages to reduce cognitive load, while navigation and content hierarchy were refined to surface reassurance earlier in the journey. Progressive disclosure allowed complexity to scale naturally without overwhelming users. Clear documentation and modular components ensured the solution could be implemented efficiently and maintained as the product offering evolved. The result was an experience that supported deliberate, informed decision-making while preserving flexibility for advanced users.
Customisation was broken into clearer stages to reduce cognitive load, while navigation and content hierarchy were refined to surface reassurance earlier in the journey. Progressive disclosure allowed complexity to scale naturally without overwhelming users. Clear documentation and modular components ensured the solution could be implemented efficiently and maintained as the product offering evolved. The result was an experience that supported deliberate, informed decision-making while preserving flexibility for advanced users.
Customisation was broken into clearer stages to reduce cognitive load, while navigation and content hierarchy were refined to surface reassurance earlier in the journey. Progressive disclosure allowed complexity to scale naturally without overwhelming users. Clear documentation and modular components ensured the solution could be implemented efficiently and maintained as the product offering evolved. The result was an experience that supported deliberate, informed decision-making while preserving flexibility for advanced users.
