Homepage Re-Design: Unlocking Loyalty through Customer-Driven Strategy

Focus

  • Homepage architecture

  • Brand perception

  • A/B testing strategy

Client: Fortune 500 retailer

Role: Lead UXR, Cross-Functional Research partner

Impact: +11% RPV, +4% Conversion, -21 bps bounce rate

Homepage redesigns are rarely just about pixels. They’re about navigating politics, brand fears, and business pressure — and building evidence that earns trust across teams. This project proved that when customers are brought into the process early, they don’t just influence the outcome — they unlock it.

The Challenge

A Fortune 500 retailer sought to redesign their homepage in order to improve engagement.

But with multiple teams (Marketing, Product, Brand, Design) holding different theories and high stakes on the table, change was risky.

They needed UX research to align direction, inform hierarchy, and reduce the risk of alienating loyal customers

What I Did:

Led a mixed-methods research strategy that spanned qualitative discovery, high-sample surveys, and in-test intercepts

  1. Facilitated a cross-functional tiger team that aligned brand, analytics, product, and design on shared goals

  2. Brought customer voices into the room early to inform modular design decisions and build executive confidence

  3. Created testable hypotheses that grounded the team in evidence and enabled fast iteration

What Happened Next:

The winning design improved RPV by 11%, conversion by 4%, and reduced bounce by 21 basis points

  1. Customer feedback revealed why it worked — not just that it did

  2. Research outputs directly shaped the roadmap, and opened up new areas for iteration.

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