ROTH

True customisation requires depth. But depth creates complexity, and complexity kills conversion. MOSS's configurator offered genuine tailoring choices. Customers just couldn't navigate them without cognitive overload.

We developed a Parent-Child hierarchy that organised choices into high-level categories with focused sub-steps beneath. Reusable templates reduced design overhead while maintaining consistency. The result: a guided journey that preserved customisation depth without the decision fatigue.

Dive into the architecture that turned complexity into clarity → helloroth.com/project/moss-london

The patterns:

Endless customisation without guidance → Decision fatigue

Mobile experiences adapted from desktop → Friction and abandonment

Checkout processes that ignore context → Missed trust signals

Every successful transformation we've led starts with shadowing real users in real environments, not just looking at analytics, but understanding why people behave the way they do.

Which pattern have you battled? Drop a comment - let's compare notes 👇