Optimising First Mile’s homepage for sales and user experience.


First Mile


Waste and recycling


First Mile website shown on a mobile phone


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


UX research
Web design
Conversion optimisation
Designs for three First Mile website screens

Before & After:

A fresh design for a modern and engaging shop window

First Mile desktop website before
First Mile desktop website after WAS redesign

What we did

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.

Responding to user feedback:

We built a design system around First Mile’s brand identity, with more visible products, benefits and price signposts

First Mile design system elements

For users who don’t scroll:
a more immersive and branded menu experience

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