Bread & Honey

An e-commerce mobile-first website redesign for a London based office catering delivery service.

Re-design of their e-commerce catering website with the objective of raising conversions.

The final project saw a 408.27% improvement on the conversion rate an increase of 461.79% on the previous year. Transactions increased by 271.43% with an increase of 268.08% in revenue, 166.67% increase in new purchases and 221.82% increase in the quantities ordered.

My Role

I worked with the Bread & Honey team to re-design the product from the ground up.


Analytics Review: A review of analytical e-commerce performance allowed me to track how well their website was completing its objectives and highlighting potential problems in reaching goals.

Online Surveys: From the survey I learnt common issues which were effecting the experience for current users.

Personas: We created personas matching users who had filled in the survey to represent the different user types using the site.

We pinned down primary issues with the current site.

  1. Lack of quality images showing the food being brought.
  2. Clearer payment and delivery options.
  3. The accordion category display was problematic.
  4. Wishlist for saving products.
  5. Filter menu choices for dietary preference, course’s, meal-times and price per person.

Site Architecture

Updating the site categories, product attributes and architecture.


Homepage Variations

Google Analytics experiments was used for continuous A/B testing of variations of the homepage.

Category Index

Single Product

Grouped Product

Order Summary

Detailed delivery and collection selection.

One Page Checkout

Mood board

The highest percentage of users were woman working in the Fashion industry. Consequently the brand update focused on current ladies fashion.

Updating Colour Palette

Continuing the fashion influence the palette was modernised to reflect current colour trends in fashion. PANTONE colour report Spring 2012.


A slightly softer, more inviting typeface replaced the previous used font Tempus Sans.

Product Cards

Designs for product cards were designed to show off great food with great photography. Social validation was also introduced.


Mobile layout for the homepage.

Category Listing

Mobile layout for category listings.

Product Page

Mobile layout for the product page.


Tablet layout for the homepage.

Category Listing

Tablet layout for category listings.

Product Page

Tablet layout for the product page.


Desktop layout for the homepage.

Category Listing

Desktop layout for category listings.

Product Page

Desktop layout for the product page.

“Bread & Honey have been working with Jay for over 4 years now. In that time he has designed 2 sites for us that have always been extremely well-received by our customers. Jay’s approach is extremely thorough and he is continually up-to-speed with the latest in web design. I always feel confident in his ability and advice. I would thoroughly recommend him.”James McDowell | Director (Former)