Optimising First Mile’s homepage for sales and user experience


Waste and recycling,
sustainability, circular economy


Web design, UX research, conversion optimisation

FM MobileFM Desktop

First Mile is no ordinary waste management company – they’re champions of the circular economy.

But how do you communicate your range and optimise conversions when you’re famous for bins?

  • Our research started with a full expert review of the current homepage and a deep dive into analytics and heatmaps.
  • We took to the streets and spoke to real small businesses to build a picture of our persona’s needs, pains and expectations.
  • User testing provided specific feedback on new homepage candidates to help us narrow, refine and iterate.
  • Card sorts helped consolidate the IA into a structure based on what users expect and terms based on language they use.
  • The new homepage  and everything we learned along the way sets a strong direction for a full rebrand and redesign to come.

Before and after: a fresh design for a modern and engaging shop window


FM before


FM After

Responding to user feedback: we built a design system around First Mile’s brand identity, with more visible products, benefits and price signposts

FM Styleguide
First Mile - Laptop