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
Sorted
2014 - 2025
Evolving Sorted’s SaaS platform through a unified performance-led redesign driven by UX, accessibility and scalability.
Sorted
2014 - 2025
Evolving Sorted’s SaaS platform through a unified performance-led redesign driven by UX, accessibility and scalability.
The Challenge
As Sorted evolved into a SaaS delivery experience platform, its digital presence needed to reflect a new enterprise focus. The website had transitioned across multiple platforms including Umbraco, Gatsby.js and WordPress which created inconsistencies in design, performance and content management. These fragmented systems led to disjointed user journeys and limited the marketing team’s ability to manage and optimise content effectively.
The Challenge
As Sorted evolved into a SaaS delivery experience platform, its digital presence needed to reflect a new enterprise focus. The website had transitioned across multiple platforms including Umbraco, Gatsby.js and WordPress which created inconsistencies in design, performance and content management. These fragmented systems led to disjointed user journeys and limited the marketing team’s ability to manage and optimise content effectively.
The objective was to unify the experience through a scalable and performance-led design that improved UX consistency, accessibility and conversion. The redesign needed to streamline information hierarchy, enhance usability and establish a flexible framework capable of adapting as the platform grew.
The objective was to unify the experience through a scalable and performance-led design that improved UX consistency, accessibility and conversion. The redesign needed to streamline information hierarchy, enhance usability and establish a flexible framework capable of adapting as the platform grew.
Key objectives:
Unify the website across multiple platforms to create a consistent, scalable, and maintainable user experience.
Improve accessibility, performance and UX flow to better support enterprise-level audiences and lead generation.
Establish a flexible design and content framework that empowers marketing teams while maintaining brand and UX consistency.
Key objectives:
Unify the website across multiple platforms to create a consistent, scalable, and maintainable user experience.
Improve accessibility, performance and UX flow to better support enterprise-level audiences and lead generation.
Establish a flexible design and content framework that empowers marketing teams while maintaining brand and UX consistency.
The Solution
Collaborating with the Marketing and Product teams, I helped redesign and develop Sorted’s website across multiple platforms including Umbraco, Gatsby.js, HubSpot and WordPress. The focus was on creating a unified scalable design system that delivered a consistent and accessible user experience. I implemented responsive templates, improved content hierarchy and refined the visual language to strengthen brand consistency and meet WCAG accessibility standards.
To optimise performance and conversion, I used Google Analytics and Google Tag Manager to monitor user behaviour and inform A/B testing programmes. Technical improvements centred on lightweight standards-compliant front-end development to boost SEO, site speed and maintainability. Migrating from HubSpot to WordPress streamlined content management, giving the Marketing team greater flexibility to update and manage campaigns with ease while maintaining brand and design consistency.
The Solution
Collaborating with the Marketing and Product teams, I helped redesign and develop Sorted’s website across multiple platforms including Umbraco, Gatsby.js, HubSpot and WordPress. The focus was on creating a unified scalable design system that delivered a consistent and accessible user experience. I implemented responsive templates, improved content hierarchy and refined the visual language to strengthen brand consistency and meet WCAG accessibility standards.
To optimise performance and conversion, I used Google Analytics and Google Tag Manager to monitor user behaviour and inform A/B testing programmes. Technical improvements centred on lightweight standards-compliant front-end development to boost SEO, site speed and maintainability. Migrating from HubSpot to WordPress streamlined content management, giving the Marketing team greater flexibility to update and manage campaigns with ease while maintaining brand and design consistency.
Key actions:
Designed and developed responsive templates across multiple CMS platforms
Used Google Analytics and Tag Manager to drive A/B testing and UX insights
Collaborated with an external agency to deliver the WordPress migration
Implemented a unified design system for visual and UX consistency
Key actions:
Designed and developed responsive templates across multiple CMS platforms
Used Google Analytics and Tag Manager to drive A/B testing and UX insights
Collaborated with an external agency to deliver the WordPress migration
Implemented a unified design system for visual and UX consistency
The Results
The redesigned Sorted website achieved significant improvements in both usability and performance, establishing a more consistent and professional digital experience across all touchpoints. The introduction of a unified design system created visual and structural cohesion, reducing maintenance overhead and enabling faster content deployment by the Marketing team. Accessibility enhancements ensured compliance with WCAG 2.1 AA standards, improving usability for a wider audience.
From a technical and performance perspective, optimised front-end code and SEO refinements led to faster load times, improved visibility and stronger conversion metrics. The transition to WordPress, supported by ongoing analysis through Google Analytics and Tag Manager, enabled a more data-driven approach to UX improvements and campaign performance. The collaboration with the external development agency proved highly effective, allowing seamless delivery of the WordPress platform and setting a strong foundation for future growth.
The Results
The redesigned Sorted website achieved significant improvements in both usability and performance, establishing a more consistent and professional digital experience across all touchpoints. The introduction of a unified design system created visual and structural cohesion, reducing maintenance overhead and enabling faster content deployment by the Marketing team. Accessibility enhancements ensured compliance with WCAG 2.1 AA standards, improving usability for a wider audience.
From a technical and performance perspective, optimised front-end code and SEO refinements led to faster load times, improved visibility and stronger conversion metrics. The transition to WordPress, supported by ongoing analysis through Google Analytics and Tag Manager, enabled a more data-driven approach to UX improvements and campaign performance. The collaboration with the external development agency proved highly effective, allowing seamless delivery of the WordPress platform and setting a strong foundation for future growth.
Key outcomes:
Increased site speed & SEO visibility
Optimised front-end and SEO boosted site speed and visibility
Inclusive UX
WCAG-compliant contrast & accessibility.
Optimised conversions
Refined hierarchy, stronger CTAs, and A/B testing boosted demo sign-ups and conversions
Scalable design system
Designed a modular system for faster content creation and consistent branding
Key outcomes:
Increased site speed & SEO visibility
Optimised front-end and SEO boosted site speed and visibility
Inclusive UX
WCAG-compliant contrast & accessibility.
Optimised conversions
Refined hierarchy, stronger CTAs, and A/B testing boosted demo sign-ups and conversions
Scalable design system
Designed a modular system for faster content creation and consistent branding