St Austell Brewery
From Components to Commerce: Building St Austell Wholesale's Design System
St Austell Wholesale needed an intuitive, scalable eCommerce platform to support its growing customer base across pubs, bars, restaurants and retailers. The challenge was to simplify the wholesale ordering experience, maintain consistency across an expanding product, and support commercial goals around increasing average order value and revenue per customer.
Working closely with a UX designer, I translated user flows and business requirements into clear, intuitive interfaces tailored to the needs of wholesale customers. I developed a scalable design system and reusable UI components to create a consistent experience across product discovery, product details, favourites, repeat ordering and checkout—enabling the development team to deliver new features more efficiently while maintaining a cohesive visual language.
The platform delivered measurable commercial growth, with a more digitally engaged customer base and increased ordering value. This demonstrated how considered UI design and a scalable design system can support a more efficient eCommerce experience while contributing to measurable business growth.
*Statistics are based upon results for FY24/25
£932
average order value
(+£72 on FY23/24)
66%
of customers ordered on the website
(+34.88% on FY23/24)
£65m
total revenue generated
(+31.78% on FY23/24)
£35k
average revenue per customer
(+2.518% on FY23/24)
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