KiwiPlates is New Zealand's exclusive provider of customised vehicle number plates. The platform allows customers to select personalised combinations and customise them with different plate styles, sizes, and colours.  KiwiPlates offers a unique blend of personalisation and legal compliance, allowing drivers to express their individuality while ensuring their custom plates meet New Zealand's legal requirements.

KiwiPlates approached me to simplify and optimise their complex checkout experience for purchasing custom number plates, with a focus on a mobile-first solution.  The solution had to cater to various customer types, including those buying plates for themselves, as gifts, or redesigning an existing plate.

I spent extensive time understanding the existing checkout experience and identified several friction points that needed addressing. The solution was to create a smoother, mobile-first checkout flow that broke the process into small, easy-to-complete steps, rather than overwhelming users with large forms. This made the experience feel less daunting and more intuitive. I also ensured that legal requirements were clearly communicated at each stage of the process.  The checkout flow was designed to cater to all plate purchase scenarios, whether customers were buying for themselves, gifting, or redesigning an existing plate.  Throughout the journey, KiwiPlates' fun and engaging brand identity remained intact while providing a seamless, user-friendly experience.

The redesigned website led to a significant increase in conversion rates, making the purchasing process much smoother and more enjoyable for KiwiPlates customers. The mobile-first solution catered to a growing mobile user base, ensuring accessibility and functionality across devices.  Thanks to the improvements made in the checkout experience, KiwiPlates now provides a far more streamlined and user-friendly process, resulting in higher conversion rates and an overall better user experience.