TWC Home Page Redesign

The Challenge
As the hompeage is the most accessed page of the site, it has been a constant battle keeping the homepage UX effective and fresh. The initial redesigned homepage was built for visual appeal, and not with traffic or conversion in mind. The original focus of the page brought content too far below the fold which was innefective for business goals.

My Role
To restructure and redesign the homepage for specific business and customer needs, through research, wireframing, and designing.

The Approach
The initial homepage was designed prior to arriving at TWC. After the new site launch, analytics showed that the homepage was not working in line with business needs.

After digging deep into page analytics, the page was revised to lighten pageload and bring often accessed parts of the site to the forefront. Also, the page was structured with a fully responsive template for mobile access. Several rounds of wireframes and comps were made, and presented to customers through user testing focus groups.

Many rounds of user testing and wireframe / comp revisions have been made since the initial revision, and regionally based live testing has shown a major improvement in conversion and customer satisfaction. We have since deplaoyed several versions of the homepage for regional A/B testing and feedback. The homepage ist still in constant state of revision and upgrading through testing and concept wireframes.