Outcome
Hawes & Curtis
UX audit and conversion analysis
The audit uncovered several friction points across the customer journey, along with opportunities to improve clarity, usability, and overall site performance.
I proposed targeted improvement directions, including practical UI patterns and layout refinements designed to support conversion while staying within the existing brand system.
Completed within Lumios Digital. Audit and UX analysis conducted by me.
I proposed targeted improvement directions, including practical UI patterns and layout refinements designed to support conversion while staying within the existing brand system.
Completed within Lumios Digital. Audit and UX analysis conducted by me.
Audit focus areas
- Reviewing the full e-commerce journey across desktop and mobile, from the homepage to product discovery, basket, and checkout
- Analyzing user behavior through heatmaps, scroll maps, click patterns, and session-level insights
- Building and reviewing conversion funnels to understand where users move forward, hesitate, or drop off
- Evaluating key GA4 events and analytics setup to check whether important user actions were tracked correctly
- Reviewing product discovery flows, including navigation, category pages, filtering, sorting, and on-site search behavior
- Inspecting critical purchase paths, including product detail pages, add-to-basket behavior, basket interactions, and checkout progression
- Identifying UX, UI, accessibility, and technical friction points that could affect clarity, trust, usability, and conversion
- Benchmarking the experience against relevant competitors to identify missed opportunities and UX patterns used in the market
- Preparing a structured audit report with annotated findings, visual examples, prioritized issues, and practical recommendations for improvement
Hawes & Curtis is an established British menswear brand known for formal shirts, tailoring, and businesswear. The client approached us to evaluate the website experience and identify friction points across the key e-commerce journey — from the homepage to basket and checkout.
Due to NDA, detailed commercial metrics and internal analytics data cannot be disclosed. However, I can confidently say that the audit covered the website in depth, from surface-level and visual details to more complex UX areas such as event tracking, analytics setup, funnel behavior, and technical friction across the customer journey.
Due to NDA, detailed commercial metrics and internal analytics data cannot be disclosed. However, I can confidently say that the audit covered the website in depth, from surface-level and visual details to more complex UX areas such as event tracking, analytics setup, funnel behavior, and technical friction across the customer journey.
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