1 – Simplify navigation to support commercial goals

One of the first things I assess is how easily users can find what they came for. Clear, logical navigation reduces friction and moves customers more quickly towards conversion. Overly complex menus, unclear labels, or competing pathways create confusion and cost revenue. My focus is always on guiding users to key actions — whether that’s purchasing, signing up, or requesting contact — with as little effort as possible.

2 – Make calls to action obvious and intentional

CTAs should never be an afterthought. I ensure they’re visually clear, placed deliberately, and written in direct, action-led language such as “Get Started” or “Buy Now”. On high-intent pages, CTAs should be impossible to miss and aligned to what the user is ready to do — not what the business wants to push.

3 – Design mobile-first, not mobile-friendly

In almost every business I work with, mobile traffic outweighs desktop. That means UX decisions must start with mobile, not be adapted to it later. A responsive layout, clear hierarchy, and thumb-friendly interactions are critical to reducing bounce rates and improving conversion on smaller screens.

4 – Treat site speed as a growth lever

Site speed is a core UX and commercial metric. Slow load times damage trust, increase abandonment, and reduce conversion — particularly on mobile. In high-performing businesses, speed isn’t a nice-to-have; it’s part of the DNA.

In one organisation, we embedded global load-time targets of two seconds across all teams. This focus alone materially improved engagement and conversion, without any major redesign.

5 – Use social proof to remove hesitation

Trust signals matter, especially for new or returning customers close to conversion. Reviews, testimonials, secure payment indicators, and credibility markers reduce friction at key decision points. I prioritise placing these elements where users naturally hesitate — not just where they look good visually.

6 – Start with real user needs, not assumptions

Every effective UX improvement starts with understanding what users actually want to do. I typically begin with targeted surveys to identify primary tasks, using simple, clear language and limiting options to avoid noise.

Surveys give direction; interviews provide depth. Speaking directly to a small, relevant group of real customers consistently delivers more value than broad, unfocused feedback.

7 – Validate with usability testing

Usability testing is one of the fastest ways to uncover issues. Even testing with five users can reveal the majority of UX problems. My approach is always structured:

• Build lightweight prototypes

• Test with the right audience

• Set clear tasks

• Observe where users struggle, hesitate, or abandon

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This keeps decisions grounded in evidence rather than opinion.

8 – Prioritise what moves the dial

Not every idea deserves attention. One of the biggest risks I see is businesses trying to please everyone — which usually leads to clutter and diluted impact.

I prioritise UX improvements based on commercial value, feeding insights into a clear backlog focused on conversion and revenue. In one case, this meant isolating the checkout experience as a dedicated improvement stream, where focused changes delivered measurable gains.

9 – Simplify relentlessly

Less really is more. Over-engineered experiences slow users down and reduce confidence. My goal is always to strip back complexity and make the next step obvious.

In one example, an outdated, manually managed homepage was acting as a blocker to high-converting product pages. We tested a simplified UX approach ahead of a wider DXP rollout and achieved a 12% reduction in bounce rate — results that were later scaled globally.

10 – Connect with Your Audience Personally

At its core, UX is about creating a genuine connection between your product and your audience. Success doesn’t always require massive investments or complex sales strategies. True growth comes from understanding and relating to your users, showing that great UX is about people, not just technology.

By embracing these strategies, small businesses can create user-friendly digital products that enhance the customer experience, boost satisfaction, and drive success.