Helping Australians shop with ease
App & Web design
B2C
eCommerse
Overview
At its core, this project wasn’t about filters—it was about trust. When Australian's shop online, especially on a platform like Catch with 8+ million products, they want to feel in control. Aussie's want to find the right thing quickly and feel good about their purchase. But the search experience was getting in the way.
I led a cross-functional initiative to rethink Catch’s filtering experience across web and mobile, addressing inconsistency, poor discoverability, and high drop-off rates. Over three months, we redesigned the filters end-to-end — improving usability, accessibility, and ultimately helping customers find what they want faster and with more confidence.
Services
UX design, UI Design, Design Systems
Client name
Wesfarmers
Results at a glance
+$16.5M incremental revenue
18% lift in conversion
Drop-off reduced from 48% → 27%
Consistent, accessible experience across web and mobile
Faster path to purchase, validated by qualitative and quantitative data
Solution
A unified, glanceable, and accessible filtering system that empowers customers to quickly refine their search, no matter the platform.
We introduced a simpler visual hierarchy, grouped filters by intent, added search within filters, persistent states, and clearer selections. On mobile, we redesigned the flow for one-handed use with progressive disclosure—minimising clutter while surfacing the most relevant options first.
The result was an interface that felt fast, intelligent, and aligned with the way people actually shop.
The Problem
Catch’s legacy filtering experience had grown organically as the business scaled quickly from daily deals to a full marketplace. Each platform—web, mobile web, and app—handled filters differently.
Customers described the experience as cluttered, inconsistent, and overwhelming.
Key issues included:
Filters appearing in different locations and formats
Poorly prioritised options leading to decision fatigue
No clear feedback when filters were applied
Accessibility gaps in both colour contrast and focus states
For an 8M+ product catalogue, this inconsistency had real consequences: lost sales, frustrated users, and declining confidence in the platform.
How I work - Collaborative by design
From discovery to delivery I led the process in close partnership with product, data, research, and engineering. I defined the research plan, hypotheses, and success measures, then facilitated co-design sessions to align decisions across disciplines. Working iteratively in sprints, we validated and refined the experience together — ensuring every decision balanced customer insight, technical feasibility, and business impact. It was a true cross-functional partnership where data informed design, and design sharpened strategy.
What Informed the Design
Analytics revealed that only a small fraction of users engaged with filters, yet those who did converted 50% higher — proving the experience was key to confidence and conversion. Two rounds of interviews uncovered three core shopper mindsets — Researchers, Bargain Hunters, and Browsers — each with distinct expectations around control and clarity. Benchmarking against leaders like Amazon, ASOS, and The Iconic reinforced best practices such as progressive disclosure, inline clarity, and persistent state visibility, shaping a faster, more intuitive filter experience.
Wireframing & Early Testing
I prototyped early wireframes to validate core interactions and task flows through unmoderated testing. The sessions quickly revealed usability friction points and informed rapid design adjustments. This approach gave us fast, evidence-based feedback that strengthened both the UX and the confidence of the wider team before high-fidelity design began.
From insight to implementation
After synthesising data and qualitative insights, I built a findings and recommendations report categorised by tactical (immediate UI fixes), mid-weight (restructured filter hierarchy, grouping logic, and control types), and strategic improvements (full platform alignment, unified design tokens, and accessibility standards baked into the design system).
Each recommendation was prioritised and handed off through collaborative backlog refinement sessions, ensuring alignment across dependent squads (Search, Catalogue, and Native App).
Impact
Within two quarters of release, measurable business and customer outcomes followed:
New search & filter experience
Final observations & learnings
This project reinforced a few key truths that continue to guide my design practice:
Data tells you where to look, but not why — pairing analytics with research surfaced deeper behavioural insight.
Clarity is the best conversion tool — small UX refinements can have disproportionate impact when aligned to user intent.
Collaboration is design leverage — co-creating with product, data, and engineering built stronger alignment and faster delivery.
Leading this initiative showed me how strong design systems thinking, coupled with curiosity and collaboration, can unlock both customer delight and measurable business growth.
“Making complex simple, and simple delightful” — this project was a living proof of that philosophy.
Selected work
[2022 -2025]
