HTH (Nobia)

Balancing Commercial KPIs and UX

As a Digital Designer at HTH Kitchens, my primary focus was creating high-impact digital media that converted while staying true to user-centric principles. In the kitchen industry, the customer journey is often complex and high-stakes, which requires a delicate balance between driving sales and providing clear, helpful guidance.

My work centered on meeting ambitious commercial KPIs without compromising the user experience. The goal was to optimize existing touchpoints and develop new digital elements that felt intuitive rather than intrusive.

The presented work will solely focus on the designs. The prior data collection, analysis etc. are disclosed due to confidentiality.

I focused on integrating UX best practices into every asset I developed, from interactive web elements to digital marketing materials. Key areas of my work included:

• Conversion Optimization

  • Redesigning key interface elements (such as price transparency tools and pop-ups) to ensure they eased the user’s decision-making process.

• Visual Hierarchy

  • Ensuring that complex information, like kitchen pricing and service levels, was digestible and visually prioritized to guide the user toward a conversion.

• Performance-Driven Design

  • Constantly validating that design changes maintained or improved conversion rates, ensuring that “better UX” also meant “better business.”

By keeping a close eye on data while advocating for the user, I helped HTH bridge the gap between commercial requirements and a seamless digital brand experience.

To comply with the new GDPR regulations as well as increase conversion. Two different variants were designed, one of the two is displayed on this page.

Purpose:

When it comes to content hierarchy, this version carries more ‘weight’ and focuses more on conversion. I achieved this by using the image and occupying more screen real estate compared to the other version.