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

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.

Before

Offline preference test results
Offline preference test results
Offline preference test results

After

Redesign annotation for client
Redesign annotation for client
Redesign annotation for client

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 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.

Harwoods Strategy Board
Harwoods Strategy Board
Harwoods Strategy Board

‹ Design System & App Design

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