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Harvey Norman E-Commerce
ABOUT THE PROJECT
This project focused on the redesign of the existing Harvey Norman e-commerce platform. The website had evolved over more than a decade through multiple development phases, resulting in a highly inconsistent user experience and the absence of a unified design system. The objective was to bring clarity, scalability, and performance to a complex and business-critical digital product.
INSIGHT
While the platform was functionally rich and well established in the market, the accumulated technical and design debt was increasingly impacting usability, maintainability, and conversion performance. Incremental fixes were no longer sufficient—what was needed was a structured UX-led approach to identify root causes and define a clear direction forward.
The challenge
The platform needed to serve multiple buying personas, ranging from casual shoppers to highly informed, comparison-driven users, each with different expectations and decision-making behaviors. At the same time, the lack of consistency across components, patterns, and flows made the product difficult to maintain and scale, slowing down both design and development efforts.
Solution
I led an extensive UX audit grounded in Baymard Institute heuristic analysis, systematically reviewing the experience across desktop and mobile. This uncovered multiple high-impact areas for improvement, allowing us to prioritize changes that directly affected usability and conversion. A mobile-first approach ensured the core journeys were optimized for the most constrained context first. Based on these insights, I designed a reusable, scalable design system that aligned business needs with user expectations, significantly reducing complexity across the interface.
The redesign delivered a more consistent and maintainable platform, improved key user flows, and contributed to an increase in conversion rate. Most importantly, it established a solid UX foundation that enables Harvey Norman to iterate faster, scale confidently, and continue improving the customer experience over time.
Let's build together ...
I work closely with clients who care about quality, clarity and long-term value. If you’re looking for a thoughtful UX partner, this might be a good fit.
