Challenge
Toby’s Estate had strong brand equity, but the website experience needed refinement across:
- Navigation and product discovery
- Mobile optimisation
- PDP clarity and purchase flow
- Subscription visibility and UX
- Performance and technical structure
The goal was to create a seamless, high-converting digital experience that balanced storytelling with commercial performance while supporting future international growth.
Strategic UX Audit
We conducted a full UX and heuristic review to identify friction points in navigation, category structures and checkout flow.
Information Architecture Refinement
We restructured product categorisation and improved filtering logic to make coffee selection intuitive for both new and returning customers.
Product Page Optimisation
We redesigned key PDP components to improve visual hierarchy, clarify flavour profiles and brewing information, highlight subscription options, and increase add-to-cart visibility.
Mobile-First Enhancements
Given the high mobile traffic share, we prioritised thumb-friendly navigation, clearer CTA placement and faster page load times.
Outcome
- Improved product discoverability
- Stronger subscription visibility
- Reduced friction in purchase journey
- Successful multi-storefront implementation, including the launch of the Singapore storefront
- Improved mobile usability
The result is a refined BigCommerce experience that aligns with Toby’s Estate’s premium retail presence while supporting multi-market growth and delivering measurable commercial performance.