Aero Leathers crafts stunning, custom-made vintage jackets. But their website was not doing their products justice.
Picture this: you've found the perfect, heirloom-quality leather jacket. You're ready to invest. You click “Customise” dreaming of that perfect shade of brown.
But instead of excitement, you find a wall of text. A confusing progress bar. An ominous button saying “I'll decide later”. Decide what later? Frustrated, you click away. A sale is lost.
This was the daily reality for Aero Leathers. Their jackets were impeccable, but their online customisation process was pushing customers away. I was hired to find out why.
Customers called the process “confusing and overwhelming”.
My mission: find the leaks and plug them with smart, surgical fixes.
Watching real users navigate the site revealed the clues:
The Phantom Choice
Users selected a size, but the site wouldn't show their selection, creating anxiety about their choice.
The Ominous Option
The “I’ll decide later” button felt like a trap, paralysing decision-making.
The Cluttered Workshop
Too many options appeared at once, overwhelming users instead of empowering them.
I Replaced Anxiety with Assurance.
I made sure the system always showed users their selected choices clearly on screen.
This simple fix leveraged a core UX principle: visibility of system status.
It told users, “Your choices are safe with me”.
Tip for Your Business: Never make customers rely on memory.
Always show them what they've chosen. Clear confirmation builds trust and moves them toward “Buy”.
I Tamed Complexity with a Collapsible UI.
The solution to the cluttered workshop? A strategic collapsible “accordion” interface.
I grouped options into logical sections (“Lining”, “Hardware”, “Stitching”).
Users could focus on one decision at a time, dramatically reducing overwhelm while keeping all customisation available.
Tip for Your Business: Don't hide complexity— organise it.
Collapsible menus, tabs, or step-by-step wizards respect user attention and guide them gracefully to completion.
I Turned a Maze into a Guided Tour.
I introduced a clear progress bar and replaced confusing options with simple, binary choices.
The process became a logical journey, not a puzzle.
Tip for Your Business: Break down complex processes.
A clear path reduces cognitive load and makes users feel in control—a key ingredient for conversion.
I Decluttered the Workshop.
By adjusting the layout and reducing unnecessary empty space, I made the product the undisputed hero of the page.
The focus shifted from a cluttered interface to the beautiful, customisable jacket.
Tip for Your Business: Give your content room to breathe.
White space is not wasted space. A clean, focused layout directs your customer's attention to what matters most: the value you're providing them.
The results confirmed that better user experience directly fuels growth:
Conversion Rate: ▲ 17%
Bounce Rate: ▼ 24%
User Engagement: ▲ 14%
Most importantly, the client reported:
“Zainab's UX design enhancements significantly improved our website's look and functionality, leading to a 30% increase in sales and better customer perception. We're thrilled with the results and the positive feedback we've received.”
- Dominick O'Donnell, Aero Leather Clothing Media Co-Ordinator
A significant sales increase by fixing confusing buttons, organising choices, and guiding customers properly.
Your website is your 24/7 salesperson. Is it guiding visitors to a sale, or confusing them at the door?
You don't need a complete rebuild—just an expert eye to find hidden friction points and implement strategic solutions.
Is your website costing you sales without you even knowing it?
P.S. Curious about the hidden friction on your site? Let's find and fix what's holding your business back.
