I lead the redesign for the MYMOVE.com homepage. My role included researching and defining strategy, creating prototypes and final designs, collecting and analyzing user feedback, gaining buy-in from stakeholders, and working closely with engineers to see the project through development and QA. Below outlines the project and my process.
Overview
Objective
Continue to create an optimized commerce experiences for the mover audience that increases our scalable revenue through broadband, insurance, home security and mattress and set the stage for additional commerce growth.
Knowns
- Hero is the lowest performing section with a .53% CTR
- Tools is the highest performing section (3.9% CTR)
- 58% of visitors are not scrolling past 25% of the page
Strategy
- Focus highest performing section, tools, on the highest viewed part of the page, the top 25%
- Create scalable sections that can easily test order and content within
- Give visitors clear actions within the first 25% of the page
- Use existing and new assets to minimize dev time
- User test three distinct concepts to vet final design
Success Measurements
- increased CTR on monetized components
- increased CTR on hero
- increased KEIs: Trust and Happiness
30% Mark
At the 30% mark, the creative team checked in with our stakeholders. This session is to get buy-in from our business and engineering teams to make sure we are aligned on strategy before applying brand. For the homepage redesign, the team shared three distinct concepts that outlined where we planned to use existing assets, or net new components.
Concept A
- Multiple exposed CTA’s in the hero
- A clear collection of tools
- A dedicated section for a commerce experience
Concept B
- One exposed CTA in the hero with the option to select another path
- A clear collection of tools
- Revenue-driving opportunity through sponsored content
Concept C
- A user journey approach with two CTAs in the hero
- A clear collection of MYMOVE’s marketplace
- Tools and expert advice
- Revenue-driving opportunity through sponsored content
60% Mark
At the 60% mark, we checked in with our stakeholders again. This session is to continue gain alignment on strategy from our business and engineering teams. We collected any feedback before heading into user testing. During user testing, we tested three potential hero options and two different below the fold components.
90% Mark
At the 90% mark, we have a final check in with our stakeholders. This session focused on how the team applied the user feedback to the final direction. This session also gives stakeholders one last review and sign off before the project is passed off to the engineering team.
Engineering Handoff
At the engineering handoff, I walked through all of the new assets for desktop, tablet, and mobile views. I also outlined any functionality requirements, hover states, and sizing changes for the new homepage.
Final Results
The final outcome of the project proved to be very successful with 256% increase in click through rate on the page. Not only were the numbers proving the experience was a win, but the new design also allowed for more flexibility and testing opportunities throughout the experience.
