Industry
Ecommerce / Cultural
Client
Royal Botanic Gardens, Kew
Kew Gardens: The Single Basket Journey
Unifying three checkout experiences into one seamless journey
Royal Botanic Gardens, Kew operated three separate digital storefronts: retail shop, ticketing, and event bookings. Each had different checkout flows and inconsistent branding. This fragmentation created friction for users and operational complexity for Kew's team. As UI Lead, I worked with a combined team of designers from Williams Commerce and Kew to design the "Single Basket" system. We unified all three experiences into one cohesive Adobe Commerce platform. The project involved creating a scalable design system with accessible components. I established design tokens in Figma and ensured WCAG AA compliance across all touchpoints. I translated complex multi-channel requirements into a mobile-first interface. The design balanced Kew's botanical brand identity with modern ecommerce patterns. Our design team worked as a single unit alongside broader project delivery teams to align with Kew's long-term digital goals.
Award recognition and commercial impact
The Single Basket system earned recognition as a finalist in the 2025 ecommerce Awards for Best B2C UX. Within the first year, the platform achieved a 54% increase in users, an 81% uplift in revenue, and a 29% improvement in conversion rates. The success came from a user-first approach grounded in persona-driven design, streamlined navigation, and optimised checkout journeys. We improved product search, redesigned the basket experience, and added AI-powered personalisation through Adobe Live Search and Product Recommendations. Payment processing integrated with Adyen. The component library and token-based design system created a scalable foundation for Kew's entire digital ecosystem. The WCAG AA architecture ensures all visitors can access Kew's offerings. The design approach enables efficient updates and future growth. Key Outcomes: • Finalist: 2025 ecommerce Awards - Best B2C UX • 54% increase in users year-over-year • 81% revenue uplift • 29% conversion rate improvement • WCAG AA compliant throughout • Adobe Commerce platform with Live Search & Product Recommendations
