Web Responsive 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
Status
Testing & In Build
Brief
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.
Before
After
Actions
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.
1. Data & Behavioral analysis
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.
2. Hypothesis Generation
Formed clear UX hypotheses around simplifying navigation, improving visual hierarchy, and strengthening brand.
3. UX Experimentation
In Figma I redesigned key homepage sections and explored 1-3 design variations per section.
4. A/B Testing
Design variations 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 and live A/B testing
5. reportiing & rollout
Built test reports for each preference test conducted. They documented the hypothesis, design rationale, annotations for each test variation, results and user feedback.
Refined the winning direction and aligned with developer and client to support rollout and ongoing optimisation.
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.
