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UI Redesign

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Turning a product change into real user uptake

UI REDESIGN -

DRIVING ADOPTION, NOT JUST RELEASE

This work focused on successfully rolling out a new user interface at Feefo. The value was not just in delivering the redesign, but in ensuring users adopted it quickly through a structured, user led approach.

THE CHALLENGE

UI redesigns often fail because users resist change or revert to familiar workflows.

THE APPROACH

Behavioural nudges and guided onboarding to make the transition feel natural rather than forced.

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PRODUCT CHANGE

A full UI redesign rolled out across the Feefo platform

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~30% OPT-IN

Strong early adoption through structured, user-led change management

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REAL OUTCOME

Adoption measured, validated, and iterated, not just launched

CASE STUDY

DELIVERING ADOPTION, NOT JUST RELEASE

CONTEXT

Driving adoption of a new product experience

At Feefo, a new user interface redesign had been developed to improve usability, modernise the experience, and support future product direction. The challenge was not just launching the redesign, but ensuring users actually adopted it without disruption or resistance.

CHALLENGE

Encourage adoption without forcing change

UI redesigns often fail because users resist change or revert to familiar workflows. The goal was to introduce the new experience in a way that felt guided, optional, and valuable. Adoption needed to be measurable, fast, and scalable without impacting user confidence.

APPROACH

Using behavioural nudges and guided onboarding

I worked on shaping and delivering an approach that used Appcues to guide users into the new experience. This included in-product messaging, progressive onboarding, and carefully designed prompts that helped users understand the value of the redesign. The focus was on making the transition feel natural rather than forced.

OUTCOME

Rapid adoption of the new UI

The result was strong early adoption, with around 30 percent of users opting into the new interface quickly. This demonstrated that a well structured approach to change, combining product thinking, user experience, and delivery execution, can significantly improve adoption of new features.

DELIVERABLES

WHAT I DELIVERED IN THIS WORK

ADOPTION STRATEGY

Defined how users would be introduced to the new experience in a controlled and measurable way.

USER JOURNEY REFINEMENT

Ensured the transition between old and new experience felt seamless and low risk.

IN-PRODUCT GUIDANCE

Designed prompts and onboarding flows to help users understand and adopt the redesign.

ADOPTION TRACKING

Measured uptake and behaviour to validate success and guide further rollout.

CONTRIBUTION

HOW I SHAPED THIS WORK

Bridged product, UX, and delivery to drive adoption

Helped shape onboarding and messaging approach

Supported alignment across teams on rollout strategy

Focused on user behaviour rather than just feature release

Ensured rollout was measurable and iterative

Delivered a practical approach to product change management

PRINCIPLES

HOW IT WAS DELIVERED

ADOPTION IS THE REAL METRIC

Launching a feature is not success. Getting users to adopt it is.

GUIDE, DO NOT FORCE

Users respond better to guided change than enforced change.

MAKE VALUE VISIBLE

Users need to quickly see why the new experience is better.

ITERATE THROUGH BEHAVIOUR

Track how users respond and refine the approach continuously.