HomepagE RE-DESIGN

Overview

Updated Primary Navigation and streamlined Homepage layout that maximizes white space to draw attention the company's core value propositions and our Three Ways to Shop. Utilizes UGC and consumer Reviews. Not shown - parallax scroll effects (animations on scroll and with user interaction on page) to add surprise and delight to the visitor's initial discovery period and to keep their attention. Primary CTA - SHOP NOW - links users to Shop All catalog. 'Ways to Shop' link in Primary Navigation bar would smooth scroll users down to 'Three Ways to Shop' section on homepage. If 'Ways to Shop' was clicked on other pages, it would direct users to a Landing Page illustrating the Three Ways to Shop and their benefits.

More Context

When a user lands on a website for the first time, within 3 seconds they should be able to tell you the name of the business and what their purpose is. The Bouqs was failing miserably at this. Our homepage, although filled with beautiful full-bleed imagery, was more editorial focused, with vague hero image text, and no information about what we specifically sold above the fold. On mobile, it was even more catastrophic because the full bleed imagery that may have looked stunning on desktop, was virtually illegible due to the way the site scaled. I first worked on trimming the content down based off of a Google Analytics query to determine the primary user paths from this point in the consumer journey. Drop off numbers from this page were sky high, especially for new users who may have had little to no context as to who the Bouqs is and what we sell. With this consumer demographic in mind, I designed a page that uses rich user-generated imagery, easy to absorb iconograpahy and bulleted text, and a card-like layout that scales seamlessly from desktop to mobile.

As I was focusing on increasing first time visitor conversion rate while decreasing drop off, an added complexity came into play... I also had to come up with a way to test whether our advertising 2 new products on the homepage - Subscriptions and the Scheduler. Incorporating these two alternate user journeys this early in an ecommerce flow is risky, but due to stakeholder pressure, it was necessary. I created a simple comparative tool using a card structure. The "Three Ways to Shop" section is a holistic in that it feels very natural to compare when items are placed side-by-side.