Haskells

Haskell’s approached Irish Titan for a full UX audit, not because the site was broken, but because performance indicators suggested an opportunity.

Over time, incremental updates, layered configurations, and evolving fulfillment logic had introduced subtle friction across key stages of the customer journey. Navigation had grown complex. Pickup workflows required extra steps. Checkout clarity around fulfillment needed refinement.

Behavioral data reinforced the opportunity:

Individually, these issues seemed minor. Collectively, they created hesitation at critical decision points. The opportunity wasn’t to add more technology. It was to simplify.

By clarifying navigation, streamlining fulfillment logic, and tightening UI consistency, we could reduce interruption in the path to purchase, creating a smoother, more confident ecommerce experience.

We conducted a full end-to-end UX and technical audit, evaluating the customer journey from entry page through checkout confirmation. Each experience was reviewed through the lens of:

We documented friction points, categorized them by impact level, and prioritized improvements that directly affected conversion and checkout stability. Particular attention was paid to the BOPIS experience and store selection logic. Conflicting fulfillment states and modal complexity were introducing instability at checkout, a structural issue, not a cosmetic one.

We also evaluated information architecture within primary navigation, identifying opportunities to reorganize category structures to improve usability and accessibility. This audit was deeply technical, but rooted in user behavior.

Our recommendations focused on removing friction at the most critical points in the customer journey, navigation, product detail, fulfillment selection, and checkout.

Over time, category growth had created dropdowns that were cumbersome and difficult to use. We restructured the navigation to improve hierarchy, accessibility, and scanability, ensuring customers could find products quickly and intuitively.

The Product Detail Page presented multiple competing fulfillment options. We streamlined fulfillment logic, reduced redundant controls, and improved the visibility of key decision points so customers could move confidently toward checkout without hesitation.

The store locator and pickup workflow were unnecessarily complex. While we simplified the fulfillment logic, we also worked to reduce modal friction and improve store visibility. Customers clearly understood where and how their order would be fulfilled.

Haskell’s implemented key recommendations from the UX audit, prioritizing navigation clarity, fulfillment simplification, and checkout stability.

By reducing competing fulfillment logic, clarifying store visibility, and simplifying decision points, the customer journey became more intuitive and less interruption-prone, particularly for pickup transactions.

These improvements addressed structural friction that had accumulated over time. By restoring clarity at critical purchase moments, the site is now positioned to support stronger conversion performance and improved customer retention. This initiative reinforced a core principle: growth doesn’t always require expansion. Sometimes it requires refinement.