THE ESSENTIAL
HOMEPAGE
Redesigning the homepage to be more dynamic and discoverable to improve membership retention and conversion.
PREMIUM GOODS WITHOUT THE PREMIUM
Project Lead
Lead Designer
Role
Year
2022
UX/UI
Product Strategy
Visual Direction
Graphic Design
Disciplines
Converting new members and membership retention is deeply tied to how many products are in the store so the website has to lead with strong visuals and make the products discoverable. At this point, the store had 2,000+ products.
To improve membership retention & conversion, we decided to transform the homepage. The homepage is the landing page for members and non-members so it is vital that everything presented is new and easy to access.
I was the project lead and in charge of designing the homepage, implementing and adjusting new features, and creating dynamic collections on the back end to automatically populate the homepage.
Intro
CHALLENGES
01
How can we bring attention to other products that are not recent drops?
02
How can we create a sense of fullness - as measured by retention rates, conversion rates, and average order value?
03
How can we design the homepage to be visually rich, easily shop-able, and easy to navigate?
04
50% of customers shop on mobile while 50% of customers shop on desktop or tablet - optimize design for both
THE OLD HOME
A look into the old homepage in both mobile & desktop format
Mobile
old version
Desktop
old version
HOMEPAGE AUDIT & INSIGHTS
Utilizing customer feedback,
user testing, & heatmaps
“I only use the navigation and search to find products. I don’t really scroll on the homepage, the only time I do is when the email leads me to the homepage - I will then click on the shop now or try now button.”
Davis M.
A working professional & Essential Member
“I was underwhelmed by the selection and availability of products. I would shop the store only to be disappointed when I would go into the product page and find out that the product was out of stock.”
Fran C.
Essential Member
“I think overall the homepage could be personalized. If the products that show up could be relevant to what I’m interested in....Also, I like when other websites have the wishlist feature. Can you do something like that too? ”
Jason P.
Investor & Essential Member
The old version was designed with the intention of being able to shop the entire store however according to the scroll heatmap, we found that rarely anyone was scrolling to the bottom of the page.
Homepage Heatmap
This collection was at one point linked on the website and customers were able to use that to see everything the store had to offer organized from new to old. However, this had been removed at one point during a navigation restructure and to our surprise, it was still one of the most visited page.
Newest from
The Essential
OLD HOMEPAGE METRICS
2.75%
Conversion Rate
6.05%
Add to Cart Rate
$58.31
AOV
A NEW HOME
Installing new theme, implementing custom interactions & integrating new apps
Created a new system of presenting product icons of previous drops that work as the slider buttons. Customers can now see a visual representation of the past drops they might’ve missed.
CREATED MORE SUNLIGHT FOR DAILY DROPS
Implemented a product tag system and added tags on the back end so prospects can easily identify when new products come in or the are out of stock, on sale, best selling, etc.
PRODUCT TAGS
The new homepage design is no longer stagnant and now a curated and condensed grid of all the main collections. When a customer enters, the collections populate with new products each time which keeps the homepage fresh and improves discoverability of the entire store.
DYNAMIC & CUSTOM COLLECTIONS
Implemented a wishlist feature to overall website for customers to save products and be notified when products come back in stock.
Added a function for customers to easily view more information on an interesting product as well as easily add to cart without leaving the homepage.
WISHLIST & QUICKVIEW
Created a view all section on the navigation so everything can be shop-able and discovered on one page with an infinite scroll. Customers can toggle between 1 view, 3 view, and 6 view grid to scale in an out to see the larger breadth of the store or zoom in to see a product with a bit more information.
VIEW ALL
NEW HOMEPAGE METRICS
What difference was made?
3.95%
Conversion Rate
+1.2% Increase
9.85%
Add to Cart Rate
+3.8% Increase
$74.26
AOV
+$16.95 Increase
Conclusion
There’s a lot more that could be done with the homepage design. Some areas are still left uncovered: view options of the grid, adding fun extra features like a discovery quiz, product randomizer, etc.
We were able to improve conversion rate, retention rate, and AOV through: visually displaying past drops, showcasing an array of different aisles, condensing and re-organizing the aisles, bringing attention to themed & relevant collections, making the homepage shop-able, and making sure the store was optimized for both mobile and desktop.
Please note, the UI and animations in this portfolio have been updated to reflect my current standards.