HOME PAGE REDESIGN
A homepage experience that feels effortless minimizing cognitive load while placing content at the heart of storytelling. Each element is crafted to guide users intuitively through a visually rich journey that blends brand expression with seamless navigation.
Overview
The homepage redesign project focused on modernizing the layout to reduce scrolling fatigue and enhance user engagement. We streamlined the template to make content shine, ensuring that campaigns are showcased effectively and the storytelling remains rich and engaging
Role:
UX Designer. Close collaboration with
the product design team, creative directors, platform engineers and product managers
Duration:
11 Months
Tools:
Figma, Principle
Legacy Homepage Key Issues
1. High number of messages & unclear hierarchy.
2. Lack of visibility and consistency for copy and CTA.
3. Scroll fatigue due to over use of full width banners
Performance & Analytics
Findings
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Performance analytics showed that only about 18% of users enter the site via Home Page.
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More than quarter of users exit the site once they are on the homepage (bounce rate via homepage).
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More than 47% of users continue their journey to PLP from the homepage
Opportunity Areas
1. Redefine the homepage as a re-entry and discovery destination. Introduce dynamic storytelling that welcomes users back
into the brand universe even if they didn’t land there initially.
2. Refine the content hierarchy to reduce cognitive overload. Elevate priority campaigns, add narrative cues to guide
scroll behavior.
3. Improve visibility and clarity of CTAs to prompt meaningful interaction early in the journey.
Design Approach & Layout Decisions
1. Flexible module placement
2. Curated Category / Product Flyout
3. Split Inset Module
Experience Preview (Play Prototype)
Post-Launch Strategy
Continue to enhance the homepage experience through ongoing iteration and performance analysis. Close collaboration with business partners and stakeholders will be essential to ensure the template evolves in alignment with emerging priorities while maintaining consistency with Ralph Lauren’s brand identity.
Future updates will focus on modular flexibility, seasonal adaptability, and improving content scalability across global markets.
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