Problem area(S)
Behavioural Insights used
Special Thanks To
Problem
With low brand awareness and new presence in the market, new users lacked trust with Bother — leading to checkout hesitation and lost first-time sales.
Solution
I redesigned the homepage to immediately build trust by adding and prioritising lifestyle imagery, social proof, secure payment cues, and clear delivery info.
Results
Reduced trust-related concerns by ~90% in post-checkout surveys.
At Bother, we ran a post-checkout Hotjar survey and found that lack of trust was a key reason new users hesitated to place their first order.
New customers required more validation.
I conducted a design audit of the homepage to identify the opportunity gaps.
Survey results and Hotjar heatmaps revealed three key trust concerns:
Whether Bother is a real, legitimate company (users independently checked Trustpilot).
Whether transactions are secure (Paypal later in the journey helped reassure them).
Whether delivery would meet expectations (many checked the delivery info in the footer).
So I explored and tested multiple homepage variants—
Each emphasising different trust signals like reviews, press logos, delivery info, familiar brand imagery, and secure payments—
Before combining the most effective elements into the final design.
We added a lifestyle hero image showing a physical Bother box to make the service feel real—
Tapping into the Endowment Effect by helping users imagine their first order arriving in their home.
There is no one I would recommend more than Justin for product design. His body of work speaks for itself.
