UX CASE STUDY

Homepage Refresh

Year: Nov 2023 - Feb 2024
My role: UI/UX Lead, Redesign Strategy and Design
Client: Crowe LLP, Professional Services Firm

The Crowe Homepage Refresh project aimed to elevate the brand's digital presence by modernizing visuals, enhancing user experience, and increasing engagement and conversion rates. With a focus on data-informed decisions, the goal was to make immediate updates while preparing for a comprehensive site redesign. The project addressed the challenge of competing priorities, technical constraints, and the need to meet business KPIs. Users' needs for a streamlined, informative, and visually appealing homepage were central to the redesign.

Process

Research

  • Conducted competitive analysis to identify trends, set benchmarks, and find differentiation opportunities.

  • Used UserTesting and Hotjar to understand user needs, behaviors, and pain points.

  • Analyzed homepage performance metrics like bounce rates, time on page, and user flows with GA and Tableau.

Design

  • Utilized existing modules and Ceros for quick updates, minimizing development overhead.

  • Adopted a phased approach, focusing on upper-page experiences and key messaging.

  • Made structural improvements by tightening scroll depth, organizing content, and prioritizing impactful visuals and key messages.

Testing

  • Conducted usability testing to identify issues and gather feedback, ensuring an intuitive user experience.

  • Used Ceros for designing and testing engagement of services navigation and multimedia before Sitecore development.

  • Conducted performance testing to ensure quick loading and seamless operation across devices and browsers.

Outcomes

Results

  • The homepage refresh resulted in improved engagement metrics, including increased user interaction and reduced bounce rates.

  • Key success metrics such as time on page and click-through rates showed positive trends.

  • The project received internal recognition for its contribution to brand enhancement and user satisfaction.

Reflections

  • This project’s success highlighted the importance of data-informed decision making.

  • Iterative design processes were key in getting content up quickly.

  • Cross-functional collaboration helped us break out of silos, paving the way for a smoother rollout during our major design refresh that followed.