Create a Seamless Experience for Your Users

Roll out an innovative digital strategy, overcome ecommerce challenges, create engaging brand experiences, and reap the benefits from online sales with the help of OSF Digital. With over 10 years of experience, our experts will guide your business through the digital transformation and help you gain omnichannel excellence. We offer a variety of services to help you achieve your business goals with our customized ecommerce solutions.


Our UI/UX Services

Creating Experiences
Turning users into customers

Retail is changing. Just a few years ago, some were sounding the death knell for the high street, claiming that our city centers would become deserted as everyone shopped online. Ecommerce was the enemy of traditional retail, clicks were killing bricks. But then something changed.

Savvy retailers realized that their customers care less about the way in which they shop and more about their overall experience. Customers want the same things they’ve always wanted and the successful retailers are those that are making it easy for customers to get what they want, when they want it and how they want it – whether that be online or on the high street.

Creating a joined-up, consistent customer experience is where the clever money goes, ensuring that however customers choose to buy from you, they enjoy it so much that they’ll return again and again, and bring their friends with them.

Retail Service Design

Service design is an essential part of making sure your omnichannel experience is consistent, seamless and effective.
Improve every touching point.
The retail landscape is too complex to operate your digital commerce in silos, let alone your other channels. Our service design offering looks across your entire operation – every channel and every customer interaction – with the goal of creating consistently happy experiences.

We spend time getting to know your business from a customer’s perspective, whether that be in-store or online, browsing, purchasing or returns, studying customers’ motivations, needs and emotions at each stage in their purchase journey.
We want to experience what your customers experience – the good and the not-so-good – identifying areas of improvement, places we can reduce friction, enhance your in-store experience with digital and engage, surprise and delight your customers. Service design is about creating the consistently happy experiences that keep your customers coming back again and again.

Some questions our service design offering answers:

  • What kind of devices do we need in-store?
  • How can our returns process evolve to be truly omnichannel?
  • What does our customer expect from their in-store experience?
  • How can we take advantage of new wearable technologies, such as the Apple Watch?

We’ll help you see your business as customers do, free from any existing internal constraints, such as siloed systems or departmental structure. Customers don’t think in terms of channels or the way your business works internally and frankly, they don’t care. They see your brand and your products and the benefits offered. We help businesses improve everything they experience, no matter when, how or where.

Research & Discovery

Before we set about designing anything, we need to know who we’re designing for.
Getting to know your customers Design is where art meets science and the science part is understanding who your customers are and how they shop.
We like to do our homework before getting stuck into production. We want to know what you know - everything you can tell us about your customers and your business. We love to meet face-to-face for a discovery session, where we can explore your world together. We’ll also carry out the following research on a typical project:

  • Desktop research of the market and your competitors
  • Review of any previous customer research that you may have
  • Analytics review to determine most popular content, paths through the site and devices and screen sizes
  • Review of any other marketing materials and your brand guidelines

Once we’ve defined your customer personas, we then look at the customer journey in detail, often in a workshop alongside you. We like to cast the net wide for this and don’t restrict our work to your website alone. We want to understand how your website fits into the bigger picture. If you sell sofas for example, we want to understand a customer’s purchase journey from initial research to purchase and beyond. Where do they look for inspiration? Do they visit stores to try sitting on sofas? Do they buy in-store or are they showrooming before buying later online?

By finding the answers to these questions and many more, we’ll create a list of engaging features and functionality for your website, and make sure that your digital offering fits seamlessly with the rest of your business and with the way your customers like to shop.

Web Design

Interpreting your brand and creating tactile user interfaces is an essential ingredient for successful ecommerce.

Turning your brand into a touchy-feely digital experience

The psychology and science side of UX is essential in creating websites with great conversion, but what if it looks plain ugly? It might be a great site under the skin, but if it ain’t pretty, it won’t perform as well as it should.
Creating a great new site isn’t only about usability; it’s also about communicating your brand and why customers should shop with you as opposed to one of your competitors. One of our strengths is to bring brand understanding to complex digital design and build projects. We’ll want to get to know your brand, how it looks, how it sounds and how it feels, so that we can interpret it online.

Not just skin deep

There’s two sides to the design work that we create.
The first is aesthetic – is it appealing, does it show off your products in the best light, does it instil confidence and quality in the minds of your customers?
The second is utilitarian – does the design signpost users easily around the site, do buttons react in a meaningful way when you interact with them, does it feel right? Combining these makes for a powerful element of the overall user experience.
We’ll typically start with the most important page of your website, creating a design concept for discussion. This sets the overall style for the site, which we then apply to each unique template. We’ll also usually work on other essential elements such as tone of voice for navigation, buttons and other copy, and photography/illustration style.

By considering everything that your customers will come into contact with, we deliver memorable user experiences.

User Experience 

Creating a great user experience online is key to boosting basket size, conversion and customer retention.

Creating intuitive, engaging digital experiences

User experience (UX) has become a hot topic recently, but really it’s nothing new. Designers of all types have always focused on their users; understanding their needs and psychology first, before creating a solution that fits perfectly.
So, what is UX in relation to successful ecommerce? For OSF, it’s taking everything we know about your customers and how they like to shop online, and turning that into class-leading experiences. In a nutshell, if your site is easy and enjoyable to buy from, people will purchase and will come back.

A proven process
Once we’ve explored customer journeys and have a wishlist of content and functionality, we’ll start work on the information architecture (IA) or structure of your site. The OSF team have immense experience of taming even the biggest, most sprawling websites, knocking them into something that navigates as accurately as a NASA space probe.
Then, we set about crafting each page to within an inch of its life. This invariably starts with some Sharpies and a lot of paper, sketching our ideas quickly and throwing the rubbish away, improving iteratively. We’re experts in understanding how people like to shop online and what their motivations and trigger points are and we use this experience, plus specific learnings about your audience, to create truly effective page templates that will boost conversion.
On most projects, the next step is to create a clickable wireframe prototype, bringing the sketches to life and allowing us to navigate around and experience the proposed new site for the first time. We’re still in an iterative design mode at this stage, looking to test, amend and refine until we reach what we know will work best.

Testing, testing, testing
How do we truly know our designs will work? We can show them to our clients, colleagues, friends and mums, but the fact is 99.9% of the time, they aren’t our target audience. At OSF, we believe passionately in testing our designs on the people who will actually use them. We can carry out meaningful user testing from the sketch stage onwards, gaining insight over what works best and making improvements.
Test > Iterate > Improve – it’s a winning methodology that delivers real results.


Dive Deeper

Into Our UI/UX Expertise

A Total Ecommerce Transformation

Discover how we completely redesigned and replatformed Tate’s ecommerce onto Salesforce Commerce Cloud. This huge programme of work was separated into three projects: tickets & membership, eticketing, and shop and commerce consolidation. Blueleaf extended Salesforce Commerce Cloud’s capabilities to handle non-traditional ecommerce products like tickets and memberships. Additionally, Blueleaf designed a slick purchase flow for tickets and memberships, making it as easy as possible for users to buy them on any device. We’ve helped the organization obtain a powerful, design-driven website that provides its valued members and supporters with the customer experience they deserve. 

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