Peter Bouchier

About the project

Prior to the events of COVID-19 in 2020, Peter Bouchier engaged EngineRoom to design and build a new website that would bring greater awareness to their physical stores throughout Melbourne. However during the access restrictions to stores during lockdown, there was an opportunity to begin selling their products online, and deliver to homes locally.

As Digital Experience Lead, my role was to provide a suitable ecommerce strategy based on client requirements, as well as take responsibility for the delivery of the project, including leading the user experience, user interface design, Webflow development, and subsequent Conversion Rate Optimisation (CRO) program.


UX design
UI design
Webflow development


Product and website UI

The website

The website went through, and continues to go through constant evolution to meet the expectations of Peter Bouchier's customers. As a premium brand in this space, it was important to maintain brand consistency while exploring new ways to deliver content and functionality.

Matching in-store aesthetics and quality of information was a key ingredient to the success of the website experience, as many of the existing clients were used to a premium in-store experience, not online. Understanding these concerns and removing as many friction points as possible with each iteration was crutial to convert many of these in-store customers into recurring online shoppers.

180% increase in conversion rate

(up to 14%)

The Conversion Rate Optimisation (CRO) Program

After ecommerce functionality was launched, we commenced an ongoing conversion rate optimisation (CRO) program to continuously review the website's performance and make improvements based on feedback and opportunities uncovered each month.

The program included activities such as competitor analysis, customer surveys and discussions with the client to understand areas of improvement. Some of the subsequent website updates included greater shipping content and functionality, improvements to related and featured products, customer ratings and reviews, and recipe content.