The project
Context
There was a lack of knowledge. No previous qualitative research had been conducted specifically on the homepage experience after the revamp.
At the same time, several usability issues were emerging from data, with some components proving difficult to understand or interact with. This was the right opportunity to learn from our customers.
With a 7-day Design Sprint planned to redesign the Homepage, the team needed solid research on the current experience to ground design decisions in real user behavior.
Quantitative analysis: I analyzed heatmaps, funnel performance, click-through rates, bounce rates, and session recordings using Contentsquare.
Moderated User Tests: Conducted 1-hour sessions with 6 participants (5 on mobile, 1 on desktop) across three countries.
Unmoderated Short User Tests: Involved 12 mobile participants across the same three countries) in 10-minute focused sessions to question more specific hypothesis.
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Research
Ideation: Working with 3 Product Designers, 1 Content Designer, and 1 PM, we used "How Might We" sessions to ideate. We focused on a mobile-first homepage.
Prototyping & Testing: I supported the Product Designer defining the new prototypes to test and I led the prototype testing sessions. This validated interactive features and navigation flows, ensuring the design met both user needs and business goals.
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Ideate
🧑🏼💻
Test
Final Design
The impacts
Data
The new design shows significant improvements, although monitoring and analysis remain ongoing to continuously evaluate performance and identify further optimization opportunities.
+45%
Click to rate Hero
The new hero banner demonstrated to drive more clicks and engagement in users.
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Ongoing
Ongoing analysis