Design agency woes


At the start of 2015, Y-cam began working with a design agency to turn their steadily growing website with an external bolt-on shop, into a self-contained e-commerce store that would be both; a better buying experience for it's customers, but also Logistics heaven for when it came to processing and shipping orders. Unfortunately after a year, the project stuttered and failed. The new clunky website was tarred with wish-washy information and dull imagery, and more importantly, due to miscommunications with the Logistics and Finance teams, the back-end was a mess. The external design agency had failed to understand how the company functioned, it's vision, and how customers would use the website. Y-cam was stuck with a broken sales tool.

Came in like a wrecking ball

Building on old,
unloved wireframes

I liaised with an external Project Manager that had been brought on provide some stability to the project, and pitched him some mockups that I'd previously created. He loved them and with an immediate green light, we began cracking on turning the half-finished concepts into a reality.



As the business had changed dramatically since the mockups were created, the entire flow needed some extra thought. By this point, Y-cam no longer were simply Indoor & Outdoor camera makers, they had several security devices and bundles, so the website had to accommodate considerably more information that ever.

2 months later

Complete overhaul

With new product renders that I'd sourced and new lifestyle images I'd created myself, the majority of the website construction was nearing it's end and shaping up rapidly for a (re-) launch. The homepage had a heavy focus on imparting product knowledge, (as well as selling) and there were key animations planned throughout the website that could visually provide a tutorial as to how the products and features functioned.

For the checkout process I drew inspiration from several of my favourite online retailers, namely Amazon. The design boxed off the user from the rest of the website (with a link-back to the main site) and the user was guided through the process with simple back and forth features that let you know at which point you're at, providing complete information within a small area.

Overall Shop revenue
increased 69% by
end of 2016

After the website launch, I redesigned the shop homepage once again and reduced drop-off rates by 17.5% over a 12-month period.

Too much clutter

Re-thinking the SKU page

I'd made the decision to redesign the shop homepage after keeping a watchful eye on the bounce rates via Google Analytics. It had become clear that users didn't know what to look at and were too overwhelmed by the sheer amount of products. Instead of clicking on products, they were going around in circles in order to find the information they needed.

This train of thought led to re-working the SKU page using a similar approach to that of my mockups from above. Due to the complexity of the growing types of products, users needed to be guided through a process that enabled them to learn which products they would need, and build their own packages.

Leaps & Bounds

Y-cam Website from 2011

This was the Y-cam website when I first joined the company. With the growing demand of technology on a B2C scale, the visual communication of design changed. With any work for Y-cam, I make sure that such an overabundance of information is carefully broken down into digestible segments. If I have to focus to understand it, it shouldn't be there.


Let's make some magic together.

Don't be shy, if you'd like to talk about a project you need help with, just drop me a message at

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