PROJECT OVERVIEW

GetComposting is a UK-wide initiative helping households start composting and reduce water usage through subsidised products delivered in partnership with 50+ local councils.

Owned by a global manufacturer ($1.4bn+ annual turnover), the business operated within a highly complex eCommerce environment where pricing, eligibility, bundles and product availability varied by council, creating friction across both customer experience and backend operations.

Alongside GetComposting, I was also leading sister brand EvenGreener, requiring shared infrastructure and stock management while maintaining distinct positioning across both brands.


THE CHALLENGE

• Highly complex backend logic tied to council partnerships and subsidies

• Outdated UX and an unintuitive customer journey

• Manual operational processes slowing down internal teams

• Previous eCommerce platform limitations restricting scalability

• Need to manage two brands with shared assets and stock while maintaining distinct positioning

MY APPROACH

I treated this as both a platform rebuild and an operational redesign. The goal was not just to launch a new site, but to make the entire system easier to run, scale and use, across customer journeys, internal workflows and partnerships.


WHAT I DID

• Led Shopify Plus migration and full website rebuild

• Acted as main project lead across internal teams and external partners

• Hired and directed a web agency and collaborated closely with developers

• Worked cross-functionally with the internal operations team (customer care, logistics, council coordination) to ensure the system worked in practice

• Simplified complex product logic, bundles and localised purchasing flows

• Ensured CMS and backend systems were intuitive for marketing and support teams

• Managed both GetComposting and EvenGreener simultaneously, reusing shared infrastructure and assets while maintaining separate brand identities

• Directed localised acquisition campaigns supporting council partnerships and regional budget utilisation

  
  

IMPACT

• Introduced a more scalable eCommerce setup supporting both customer experience and internal operations

• Supported steady YoY growth through improved usability and operational efficiency

• Reduced operational friction across customer care and internal workflows

• Increased product reviews by 2,300%+, strengthening trust and conversion

• Reduced bounce rate by 50% through improved UX and navigation

WHAT THIS PROVES

The best eCommerce systems simplify complexity for both customers and internal teams.