Case Study · Product Design
Homepage Redesign
Creating a more relevant and engaging shopping experience through a cohesive whole-page design approach, audience segmentation, and interactive product discovery.
- Role
- Senior UX Designer
- DURATION
- 15 Months
- Collaboration
- This project was developed in close collaboration with another designer and teams across Marketing, E-commerce, Merchandising, Analytics, Editorial and Creative.
- DESIGN PROCESS
- UX research, analytics, audience needs, competitive examples, business requirements and interactive prototypes to support our design decisions.
The Challenges
01
New Guest Experience
Independently designed sections created an inconsistent visual experience across the homepage. The result was competing color palettes, inconsistent design styles, limited visual hierarchy and a noisy experience for shoppers.
02
Welcome, Teachers
Once we know the customer's preferences, we can cater to their needs and show relative content.
03
Low Engagement
Analytics, heat maps and testing showed limited engagement beyond the hero and the primary shopping categories.
04
One Size Fits All
Every audience landed on the same experience, often times seeing irrelevant content for their needs.
Establishing the Whole-Page Approach
The first step was a full-page redesign of the existing homepage — the Replica Page. It retained the existing content and merchandising priorities, but redesigned the page as one connected composition. Typography, spacing, color, imagery, section transitions and hierarchy were considered across the entire page.
Applying the System to Seasonal Campaigns
The whole-page approach extended to seasonal moments. The hero campaign established the primary palette and seasonal direction for the full page. Supporting sections used consistent colors, typography, imagery and decorative details to create one connected holiday shopping experience.
Audience-Based Personalization
The same homepage was serving different audiences with very different goals and shopping behaviors. The proposed solutions create better pathways for each segment.
01
New Guest Experience
The guest homepage is designated for visitors whose preferences the company doesn't know yet.
02
Welcome, Teachers
Once we know the customer's preferences, we can cater to their needs and show relative content.
Interactive Experiences
As an attempt to expand our shopping capabilities, we proposed a section called "Shop the Room". It allows teachers to explore products within a complete classroom environment. It connects inspiration directly to product discovery and creating more opportunities for conversion. The prototype helped stakeholders understand and evaluate the proposed experience.
The Proposed Solution
Cohesive Whole-Page Design
Every section designed as part of one connected composition, with consistent typography, color and imagery across the entire page.
Stronger Guest Experience
A homepage that introduces the brand, supports broad product discovery and guides every visitor toward a clear pathway.
Audience-Based Segmentation
Experiences that adapt to teachers, parents and administrators, prioritizing what matters most to each audience.
Outcome
The team has been gradually introducing our proposed solutions across the homepage. By treating the page as one cohesive experience, using a consistent color palette from top to bottom, and establishing a clear messaging hierarchy, these changes have created more opportunities for engagement and contributed to increases of up to 15% in click-through rates.