Sorted Group
Designing and evolving the Sorted digital experience, a case study in UX, accessibility, and performance-led design including My Parcel Delivery.
Roles
UX/UI Design and Development
Duration
2014 - 2025
Platforms
Umbraco, VS Code, HubSpot, Gatsby.js, WordPress, Framer
Focus areas
UX Research, Accessibility, Design Systems, Conversion Optimisation
My Parcel Delivery
2014 - 2020
Redesigning and modernising My Parcel Delivery, a full-site transformation focused on usability, responsiveness, and conversion-driven design.
My Parcel Delivery
2014 - 2020
Redesigning and modernising My Parcel Delivery, a full-site transformation focused on usability, responsiveness, and conversion-driven design.
The Challenge
When I joined My Parcel Delivery, the website was visually dated, non-responsive, and struggled to meet the expectations of a growing online audience. The design lacked structure and consistency, making it difficult for users to quickly compare courier options or complete their booking journey. As a result, engagement and conversions were being affected by unclear navigation, limited mobile support, and outdated front-end code.
The challenge was to deliver a full-site redesign that modernised the user experience end-to-end, ensuring consistency, responsiveness, and improved conversion performance across all key pages and journeys.
The Challenge
When I joined My Parcel Delivery, the website was visually dated, non-responsive, and struggled to meet the expectations of a growing online audience. The design lacked structure and consistency, making it difficult for users to quickly compare courier options or complete their booking journey. As a result, engagement and conversions were being affected by unclear navigation, limited mobile support, and outdated front-end code.
The challenge was to deliver a full-site redesign that modernised the user experience end-to-end, ensuring consistency, responsiveness, and improved conversion performance across all key pages and journeys.
Key objectives:
Redesign the entire website to create a cohesive, modern, and responsive user experience.
Simplify complex user journeys, improving clarity and accessibility throughout the booking and comparison flows.
Strengthen engagement and conversion through improved structure, hierarchy, and visual design.
Key objectives:
Redesign the entire website to create a cohesive, modern, and responsive user experience.
Simplify complex user journeys, improving clarity and accessibility throughout the booking and comparison flows.
Strengthen engagement and conversion through improved structure, hierarchy, and visual design.
The Solution
As part of a small in-house digital team, I contributed to the redesign and front-end development of the My Parcel Delivery platform across multiple page types, including the homepage, comparison results, checkout process, and customer support flows. The goal was to modernise the interface and create a more intuitive, consistent, and conversion-focused user experience. I helped implement a flexible, responsive grid system to maintain design consistency across breakpoints and device types, while refreshing the visual language with a simplified colour palette, clearer typography hierarchy, and refined UI components. These improvements provided users with stronger visual cues and reduced friction throughout the parcel booking process.
From a technical perspective, I helped rebuild sections of the front end using lightweight, standards-compliant code (HTML, CSS, and jQuery) to improve load performance and maintainability. Collaboration with the Marketing and Engineering teams was key in aligning design direction with brand and business goals.
The Solution
As part of a small in-house digital team, I contributed to the redesign and front-end development of the My Parcel Delivery platform across multiple page types, including the homepage, comparison results, checkout process, and customer support flows. The goal was to modernise the interface and create a more intuitive, consistent, and conversion-focused user experience. I helped implement a flexible, responsive grid system to maintain design consistency across breakpoints and device types, while refreshing the visual language with a simplified colour palette, clearer typography hierarchy, and refined UI components. These improvements provided users with stronger visual cues and reduced friction throughout the parcel booking process.
From a technical perspective, I helped rebuild sections of the front end using lightweight, standards-compliant code (HTML, CSS, and jQuery) to improve load performance and maintainability. Collaboration with the Marketing and Engineering teams was key in aligning design direction with brand and business goals.
Key actions:
Contributed to a full-site UX and UI redesign to improve consistency and usability.
Implemented a responsive grid system and reusable front-end components.
Enhanced accessibility, SEO, and page performance through clean, semantic code.
Collaborated cross-functionally to align design improvements with commercial KPIs.
Key actions:
Contributed to a full-site UX and UI redesign to improve consistency and usability.
Implemented a responsive grid system and reusable front-end components.
Enhanced accessibility, SEO, and page performance through clean, semantic code.
Collaborated cross-functionally to align design improvements with commercial KPIs.
The Results
The full-site redesign delivered measurable improvements across engagement, usability, and performance. The new responsive layout and optimised interaction design created a faster, more coherent experience that significantly reduced user friction throughout the booking flow. Improved visual clarity and accessibility standards strengthened user trust and extended the platform’s reach across devices.
These collective enhancements contributed to increased conversion rates and stronger customer retention, with more users completing their booking journeys successfully. The site’s improved technical performance also supported SEO gains and operational efficiency.
The Results
The full-site redesign delivered measurable improvements across engagement, usability, and performance. The new responsive layout and optimised interaction design created a faster, more coherent experience that significantly reduced user friction throughout the booking flow. Improved visual clarity and accessibility standards strengthened user trust and extended the platform’s reach across devices.
These collective enhancements contributed to increased conversion rates and stronger customer retention, with more users completing their booking journeys successfully. The site’s improved technical performance also supported SEO gains and operational efficiency.
Key outcomes:
28% increase in engagement
Users interacted more with key comparison tools after the redesign.
Inclusive UX
WCAG-compliant contrast & accessibility.
35% faster page load time
Lightweight code and optimised assets improved performance across devices.
Improved mobile usability
Consistent responsive grid system enhanced task completion rates on mobile.
Key outcomes:
28% increase in engagement
Users interacted more with key comparison tools after the redesign.
Inclusive UX
WCAG-compliant contrast & accessibility.
35% faster page load time
Lightweight code and optimised assets improved performance across devices.
Improved mobile usability
Consistent responsive grid system enhanced task completion rates on mobile.
These improvements contributed to My Parcel Delivery achieving profitability for the first time, strengthening its commercial position ahead of its eventual sale in 2020.
These improvements contributed to My Parcel Delivery achieving profitability for the first time, strengthening its commercial position ahead of its eventual sale in 2020.