UX
Strategy
Experience
Optimising
A retainer engagement focused on continuously optimising Biffa's digital eccommerce experience, identifying friction points and improving conversion across their ecommerce journey.


All users were being asked to input their business sector before reaching the basket, regardless of whether it was relevant to them. For non-business users this created unnecessary friction at a critical point in the journey.
The hypothesis: Moving the sector field behind a conditional step, only surfacing it for users who identified as a business, will remove the barrier entirely for everyone else and increase conversion
We mapped the full journey, worked closely with engineering on the backend logic, and validated the approach with stakeholders from a sales feasibility perspective. We designed two distinct paths from a single upfront question. One important design decision we fought for was ensuring non-business users, who can't order online and need to call, were still shown their price before being redirected rather than hitting a dead end.

After four months of A/B testing, moving the sector field behind a conditional step delivered a measurable impact on Biffa's bottom line.
38.66%
£436K


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