Completion rate
Gravity Forms recorded a 50% completion rate, compared with under 8% previously.
Boreham Motorworks Website Redesign
UI DesignUX DesignWeb Design
From performance heritage to qualified enquiry
I redesigned the Boreham Motorworks website for collectors, media and high-net-worth buyers. The project focused on presenting a real built car, explaining its engineering and creating a clearer route towards a qualified enquiry.
The previous site was copy-heavy and difficult to navigate. Its enquiry form had more than 90 fields, poor retention and a recorded completion rate below 8%.
My Role | Lead UX/UI & Web Designer
I led the UX and UI redesign from October 2025 to May 2026. I created the project brief using the Design Council Double Diamond framework and developed a reusable Figma design system.
What I owned
I owned the information architecture, responsive design, model and engineering content structures, enquiry journey, form design, accessibility decisions, stakeholder walkthroughs and launch QA.
Key design decisions
The homepage was structured so users could reach their preferred vehicle quickly. Each model received its own journey because the cars had different engineering, provenance and ownership stories.
Tabs and accordions made detailed specifications easier to scan. Large imagery and video communicated the emotional value of a limited-production car without replacing the engineering evidence.
I replaced the 90+ field form with a 16-stage onboarding-style journey. Progress tracking, clearer grouping, conditional logic, save-and-continue and improved wording reduced the perceived burden of the enquiry.
Collaboration and delivery
I worked with company directors, engineers, Ford stakeholders, a graphic designer, web developer, video producer and Salesforce developer. Every enquiry field was passed into Salesforce as a lead object so a director could allocate follow-up without manual data entry.
Measured outcome
The supplied Gravity Forms report recorded 54 complete and 54 partial submissions: a 50% completion rate compared with under 8% previously. The site also generated more than 1,000 reported enquiries.
Related work
See the related Evoluto Automobili website UX case study, or contact me about a website redesign.
Design Impact
Lower friction
A 90+ field form became a 16-stage guided enquiry journey.
Reported enquiries
0+
The redesigned site generated more than 1,000 reported enquiries.
On This Project
Figma design system
Responsive UX and UI
Gravity Forms optimisation
Salesforce lead integration
Gallery
