UI / UX Design
PHS Shop, Ecommerce Phase 1
Phase 1 of the PHS online shop, giving customers the choice to buy contractually or pay upfront for consumables. I joined in the later stage to validate and refine the designs from a UX and CRO perspective.
Year :
2026
Industry :
Workplace Services (B2B) and Ecommerce
Client :
PHS Group
Project Duration :
Ongoing
Team:
Internal Digital Team and Spindogs Agency
Problem :
PHS customers typically buy on long term contracts, but not everyone wants that commitment for every product. The business wanted customers to be able to either buy contractually or pay upfront for consumables on a casual basis, although not every product is available as a consumable. PHS had offered this before through phsdirect, but a shop directly associated with PHS was the preferred route, keeping everything under one recognised brand and giving the business more control over how it converts.
Key initiatives
Simplify consumable buying.
Give customers a clear, low effort way to buy consumables upfront.
Unify under the PHS brand.
Replace the phsdirect route with one shop that feels like PHS
Grow consumable conversion and revenue.
Judge every refinement on whether it helps customers complete a purchase.
Actions :
Benchmarked other ecommerce sites to inform and validate design choices.
Reviewed block order on the homepage and product page, and tested the journey through block level and site wide prototype flows.
Gave the agency designers a UX and CRO second opinion, and checked the SME, Conwy, and DFE experiences for consistency.
So far since launch, the shop has received...
600
orders
54%
profit margin
SME product listing page template design
Actions :
Department Of Education UI - blue palette and budget banner
Actions :
The initial singed-off template design of the shop homepage
The final and live design of the homepage, displaying relevant copy, products, and imagery
Challenge: Many voices, one consistent shop
The build ran for months with many iterations and moments of uncertainty. I joined part way through, so I had to get up to speed quickly, weigh competing requests from different teams, and stay within the design system. The multi site setup meant three audiences needed slightly different UX and product listings without the experience feeling fragmented.
Result: Phase 1 of PHS Shop
View the live PHS shop
The shop launched with a unified, PHS branded experience for all three sites. Strong early traction, with an AOV opportunity. Since launch, the shop has taken 600 orders across 365 unique products, generating £66.5k in net sales and £35.5k in gross profit. AOV of £112 sits below the £200 target, which gives a clear first priority for CRO testing.
Key next steps:
Raise average order value.
Test ideas such as bundles, basket cross sell, and delivery thresholds to close the gap to the £200 target.
Find funnel drop off.
Use GA4 and VWO to see where customers leave between product page and checkout.
Plan phase 2.
Prioritise changes that lift conversion and basket value.
This is just a snapshot of the entire design process. Reach out for the full story!
Find out more
More Projects
UI / UX Design
PHS Shop, Ecommerce Phase 1
Phase 1 of the PHS online shop, giving customers the choice to buy contractually or pay upfront for consumables. I joined in the later stage to validate and refine the designs from a UX and CRO perspective.
Year :
2026
Industry :
Workplace Services (B2B) and Ecommerce
Client :
PHS Group
Project Duration :
Ongoing
Team:
Internal Digital Team and Spindogs Agency
Problem :
PHS customers typically buy on long term contracts, but not everyone wants that commitment for every product. The business wanted customers to be able to either buy contractually or pay upfront for consumables on a casual basis, although not every product is available as a consumable. PHS had offered this before through phsdirect, but a shop directly associated with PHS was the preferred route, keeping everything under one recognised brand and giving the business more control over how it converts.
Key initiatives
Simplify consumable buying.
Give customers a clear, low effort way to buy consumables upfront.
Unify under the PHS brand.
Replace the phsdirect route with one shop that feels like PHS
Grow consumable conversion and revenue.
Judge every refinement on whether it helps customers complete a purchase.
Actions :
Benchmarked other ecommerce sites to inform and validate design choices.
Reviewed block order on the homepage and product page, and tested the journey through block level and site wide prototype flows.
Gave the agency designers a UX and CRO second opinion, and checked the SME, Conwy, and DFE experiences for consistency.
So far since launch, the shop has received...
600
orders
54%
profit margin
SME product listing page template design
Actions :
Department Of Education UI - blue palette and budget banner
Actions :
The initial singed-off template design of the shop homepage
The final and live design of the homepage, displaying relevant copy, products, and imagery
Challenge: Many voices, one consistent shop
The build ran for months with many iterations and moments of uncertainty. I joined part way through, so I had to get up to speed quickly, weigh competing requests from different teams, and stay within the design system. The multi site setup meant three audiences needed slightly different UX and product listings without the experience feeling fragmented.
Result: Phase 1 of PHS Shop
View the live PHS shop
The shop launched with a unified, PHS branded experience for all three sites. Strong early traction, with an AOV opportunity. Since launch, the shop has taken 600 orders across 365 unique products, generating £66.5k in net sales and £35.5k in gross profit. AOV of £112 sits below the £200 target, which gives a clear first priority for CRO testing.
Key next steps:
Raise average order value.
Test ideas such as bundles, basket cross sell, and delivery thresholds to close the gap to the £200 target.
Find funnel drop off.
Use GA4 and VWO to see where customers leave between product page and checkout.
Plan phase 2.
Prioritise changes that lift conversion and basket value.
This is just a snapshot of the entire design process. Reach out for the full story!
Find out more
More Projects
UI / UX Design
PHS Shop, Ecommerce Phase 1
Phase 1 of the PHS online shop, giving customers the choice to buy contractually or pay upfront for consumables. I joined in the later stage to validate and refine the designs from a UX and CRO perspective.
Year :
2026
Industry :
Workplace Services (B2B) and Ecommerce
Client :
PHS Group
Project Duration :
Ongoing
Team:
Internal Digital Team and Spindogs Agency
Problem :
PHS customers typically buy on long term contracts, but not everyone wants that commitment for every product. The business wanted customers to be able to either buy contractually or pay upfront for consumables on a casual basis, although not every product is available as a consumable. PHS had offered this before through phsdirect, but a shop directly associated with PHS was the preferred route, keeping everything under one recognised brand and giving the business more control over how it converts.
Key initiatives
Simplify consumable buying.
Give customers a clear, low effort way to buy consumables upfront.
Unify under the PHS brand.
Replace the phsdirect route with one shop that feels like PHS
Grow consumable conversion and revenue.
Judge every refinement on whether it helps customers complete a purchase.
Actions :
Benchmarked other ecommerce sites to inform and validate design choices.
Reviewed block order on the homepage and product page, and tested the journey through block level and site wide prototype flows.
Gave the agency designers a UX and CRO second opinion, and checked the SME, Conwy, and DFE experiences for consistency.
So far since launch, the shop has received...
600
orders
54%
profit margin
SME product listing page template design
Actions :
Department Of Education UI - blue palette and budget banner
Actions :
The initial singed-off template design of the shop homepage
The final and live design of the homepage, displaying relevant copy, products, and imagery
Challenge: Many voices, one consistent shop
The build ran for months with many iterations and moments of uncertainty. I joined part way through, so I had to get up to speed quickly, weigh competing requests from different teams, and stay within the design system. The multi site setup meant three audiences needed slightly different UX and product listings without the experience feeling fragmented.
Result: Phase 1 of PHS Shop
View the live PHS shop
The shop launched with a unified, PHS branded experience for all three sites. Strong early traction, with an AOV opportunity. Since launch, the shop has taken 600 orders across 365 unique products, generating £66.5k in net sales and £35.5k in gross profit. AOV of £112 sits below the £200 target, which gives a clear first priority for CRO testing.
Key next steps:
Raise average order value.
Test ideas such as bundles, basket cross sell, and delivery thresholds to close the gap to the £200 target.
Find funnel drop off.
Use GA4 and VWO to see where customers leave between product page and checkout.
Plan phase 2.
Prioritise changes that lift conversion and basket value.
This is just a snapshot of the entire design process. Reach out for the full story!
Find out more