Transforming the Homepage into a personalised, high-engagement entry point.

Challenges

The existing homepage suffered from several core issues that lowered customer satisfaction, weakened brand perception and capped revenue potential.

Hero Banner Carousel

The hero carousel banner forms the first impression for half of all homepage visitors, yet previously, 50% of customers scrolled past it due to information overload and inconsistent messaging.

The redesign focused on simplifying communication, introducing a templated yet flexible structure that empowers content teams to author banners without engineering support.

Accessibility compliance was built in from the start, ensuring all users can engage with campaign messaging.

The new carousel balances creative freedom with consistent layouts, significantly reducing production time and cognitive effort for customers.

Quick Links dashboard

Quick Links were introduced to address the needs of the 27% of users who begin their shop on the homepage and the 45% who use it as a reliable fallback.

By surfacing entry points to key missions and providing personalised shortcuts, the dashboard makes frequent tasks immediately accessible, especially on mobile where navigation can be more challenging.

This approach aligns with principles of task efficiency and personalisation, driving more visits and deeper engagement with core site features.

Shoppable product lists

Customers often struggled to find and repurchase frequently bought or discounted items. The introduction of shoppable product lists, including Buy Again and My Specials, streamlines the path to purchase directly from the homepage.

These lists present a curated selection of products, with the option to view all items, and are now available across the site through the new AEM architecture.

The design prioritises efficiency and reduces friction in basket building.

Everyday Rewards Boosters

60% of Everyday Rewards members weren't actively engaged with the program. Surfaced "My Weekly Boosters" module on homepage to increase awareness before customers started shopping. Positioned boosters module after Buy Again/Specials but before editorial content, based on research suggesting customers wanted task-focused features higher in hierarchy. Added "Boost all" CTA prominently after research showed customers preferred bulk activation over individual selection.

Content Cards

The previous content cards lacked flexibility and accessibility, often embedding key information within images. The redesigned cards now support additional fields, improved functionality, and better communication of offers and brand messages. They also provide enhanced support for Everyday brands and meet higher accessibility standards, ensuring that all customers receive clear, actionable information.