Harwoods Homepage Redesign

Redesigned a premium automotive homepage using data led insights and user testing to improve hierarchy, trust, and engagement for high intent users.

Client

Harwoods Group

Industry

Automotive

Service

UI Redesign and A/B Testing

Status

Testing & In Build

Homepage Redesign
Homepage Redesign
Homepage Redesign

OVERVIEW

The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.

OVERVIEW

The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.

OVERVIEW

The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.

Harwoods Strategy Board
Harwoods Strategy Board
Harwoods Strategy Board
Offline preference test results
Offline preference test results
Offline preference test results

ACTIONS I TOOK

Analysed GA4 traffic data across desktop and mobile alongside scroll depth and heatmaps from MS Clarity to identify friction points and validate the need for structural change. Also list out hypthoses on the strategy roadmap board for internal and client visibility and tracking.

I redesigned key homepage sections and explored 1-3 design variations per section. These were tested against the current homepage using preference testing via Lyssna, gathering direct feedback from target users.

I compiled offline preference testing insights into clear test reports for client sign off, helping secure approval for development, live A/B testing, and phased rollout across the homepage.

THE CHALLENGE

The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth. For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.

THE CHALLENGE

The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth. For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.

THE CHALLENGE

The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth. For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.

THE RESULT

Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold. The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.

THE RESULT

Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold. The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.

THE RESULT

Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold. The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.

KEY TAKEAWAYS

Data Builds Momentum

Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.

Data Builds Momentum

Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.

Data Builds Momentum

Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.

Hierarchy Drives Confidence

Clear sectioning, spacing, and prioritisation of trust signals significantly improved user reassurance and engagement.

Hierarchy Drives Confidence

Clear sectioning, spacing, and prioritisation of trust signals significantly improved user reassurance and engagement.

Hierarchy Drives Confidence

Clear sectioning, spacing, and prioritisation of trust signals significantly improved user reassurance and engagement.

Testing Reduces Risk

Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.

Testing Reduces Risk

Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.

Testing Reduces Risk

Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.

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