Greg’s role was to identify buying barriers, prioritise improvements and guide their delivery within the existing technology.
Step 1: Understanding Customer Behaviour
Greg analysed behavioural data, paying particular attention to mobile journeys, where customers encountered the most difficulty.
He also interviewed store managers to understand in-store buying behaviours and the click-and-collect experience. These conversations connected online behaviour with what happened in stores, helping identify problems across the full customer journey.
The website audit established where changes were needed and provided evidence to guide the recommendations.
Step 2: Prioritising Changes for Commercial Impact
Greg documented the issues and recommended changes, focusing on improvements that could deliver measurable revenue growth within the existing platform.
This gave the CEO and internal team a clear basis for agreeing on priorities and approving the work.
Step 3: UX Design Planning
Greg created wireframes and detailed guidance showing how the revised customer journeys would work, including checkout on mobile and desktop.
The UX design defined page layouts, content and interactions, giving the development team a practical plan for implementing the approved changes.
Step 4: Guiding Implementation
Greg worked with Bed Bath & Beyond’s eCommerce agency to deliver the changes, clarifying requirements and checking the build against the approved wireframes and recommendations.
His project leadership helped preserve the intended customer experience as the designs became working website journeys.
