Research, Strategy, UX UI, Content & Handoff
Cadisch E-commerce
Website Redesign
Location
London
role
Research, Strategy, UX UI, Content & Handoff
Year
2026
Services
E-commerce
[ Project overview ]
50% increase in product sales -75% in customer query calls 60% more visitors per month
Redesigned Cadisch's screen printing e-commerce website creating clear paths for both industrial and creative users to find and reach the services they need.
business goals & constraints
Cadisch Screenprinting serves both large institutions, such as universities and colleges and independent creatives and artists, but its outdated website serves neither well. Products are hard to find, information is scattered and there is no clear content or visual hierarchy to guide visitors. People can’t quickly tell what Cadisch offers or what to do next, which frustrates customers, adds enquiry handling for staff and weakens trust in the brand for new users.
PRoblem
Cadisch wanted a site that guides visitors without a hard sell. By pairing education with a shop, clients learn their options first and reach out knowing what they need.
the starting point | stakeholder interview
The main weaknesses are in clarity and content
▪ They wanted to guide both audiences naturally toward the right products. ▪ Client wanted for users to know the other services they provide. ▪ By pairing education with a shop, users learn their options first and reach out knowing what they need.
competitor research
The main weaknesses are in clarity and content
Jacksonsart.com
Minimalist and modern, organized structure.
Handprinted.co.uk
Intuitive and easy to use. On brand.
Flatfox.co.uk
Older and more outdated. Messy structure and difficulty in navigation.
I learned that we need to ensure we clearly state product information, pictures and pricing upfront. Instead of upselling we simply state how our products work. A clean and modern design works best, with simple navigations and pathways for users to be able to use the website. Easy ways to download safety sheets and getting in contact for various services, something most websites lacked.
user interviews
“
"With so much information everywhere I never bothered reading it all and would call for assistance, even though I'd be told its on the website"
Needs an organized and easy way to find the information they need without uneccesary steps.
Person A
Creative Arts Department
“
"Being a supplier, what would help was if customers knew how much better our products were to the competition.
Needs pages specifically talking about industrial knowledge of products without overwhelming and selling the product.
Person B
Supplier
“
"I regularly order the same thing but the websites navigation makes it uneccecarily hard"
Needs clear product categories and a simpler way for them to find what they need.
Person A
Creative Arts Department
personas
Amy Smith
Sales Manager, 40
Goal: Finding suppliers for large quantities of meshes and fabrics
Pain Points: Competition
Needs: A way to show customers how their products compare so they sell
"We want to show customers how good our products really are"
John Davis
Creative Artist, 27
Goal: Printing tote bags
Pain Points: Confusing information and too many options for screenprinting products
Needs: Guidance in buying the right products
"I just want to know my options before commiting to something which could cost me in the longterm"
HEURISTIC EVALUATION
The main weaknesses are in clarity and content
An unlabelled product option dropdown, two identical "Download PDF" buttons, a product description that does not match the product image, low contrast and small body text and promotional banners that look clickable but aren't. Several of these directly affect purchase confidence.
Needs new information architecture, maintain the brand image and message, educational pages, CTA's and UX principles that point industries and creatives to where they need to go. Adhere to accessibility standards.
user flow
information architecture
mid fidelity
final outcome
validation and impact
The main weaknesses are in clarity and content
-75%
Error enquiries by phone or email.
+50%
Online orders and sales.
+60%
Monthly users and visits.