PROJECT OVERVIEW

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

The business sat within a global manufacturer ($1.4bn+), but the eCommerce setup was highly complex. Pricing, eligibility, bundles and product availability varied by council, creating operational friction across both frontend UX and backend systems.

At the same time, I was managing its sister brand, EvenGreener, which required shared infrastructure, including shared stock, but distinct positioning.


THE CHALLENGE

• Highly complex backend logic tied to council partnerships and subsidies

• Unintuitive user experience and a dated look and feel

• Manual processes slowing down internal teams

• Previous eCommerce platform limitations restricting scalability

• Need to balance 2 brands with shared assets and stock but different 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 flows

• Ensured CMS and backend were intuitive for daily use by marketing and customer support teams

• Managed both GetComposting and EvenGreener simultaneously, reusing assets where possible to improve ROI while maintaining distinct brand identities

• In collaboration with a contracted PPC expert, ran localised campaigns to support council partners and ensure allocated budgets were fully used

  
  

IMPACT

• -50% bounce rate through improved UX and navigation

• +2,300% increase in product reviews, strengthening trust and conversion

• More intuitive and scalable eCommerce system for both customers and internal teams

• Steady YoY growth supported by improved usability rather than aggressive acquisition

• Reduced operational friction across customer care and internal workflows

WHAT THIS PROVES

In complex environments, growth depends on systems that can handle complexity without becoming harder to use.