Mitre 10
My work with Mitre 10 began with an ecommerce replatform and developed into a five-year program of research, design and continuous improvement.
Across the engagement, I helped improve the customer journey from product discovery through to checkout, account management and fulfilment.
Mitre 10 serves customers ranging from occasional DIYers to experienced trade professionals.
Its franchise structure, extensive product range and complex platform created challenges across navigation, product information, mobile usability and purchasing. The initial platform provided a foundation, but the experience needed to evolve as customer expectations and business priorities changed.
I reviewed the complete ecommerce journey, analysed areas of friction and benchmarked the experience against competitors and leading retailers. This identified opportunities across product discovery, information structure, mobile journeys and checkout.
I worked with Mitre 10 stakeholders, business analysts and delivery teams to prioritise improvements based on customer needs, business value and technical feasibility. The strategy focused on incremental changes that could be delivered, measured and refined over time.
I led UX and UI design across navigation, search, product pages, cart, checkout, accounts, loyalty and order management. I remained hands-on throughout the engagement while also guiding other designers and maintaining consistency across multiple workstreams.
The work contributed to sustained improvement across transactions, revenue and conversion as part of Mitre 10’s wider ecommerce strategy. The engagement also formed a central case study in Balance’s successful Campaign Agency of the Year in eCommerce submission in 2024.
