High-Traffic Homepage Modernization
THE PROBLEM
Cole-Parmer’s homepage was a decade old without an update and for one the most visited pages of the site, an augmentation was needed. search platform had aged beyond update and needed a platform overhaul to a new AI-driven search, smarter merchandising, facet integration, and completely redesigned IDPs without revenue disruption.
MY ROLE
I led all UX strategy, research, design direction, CMS work, AI widget placement and site search, category, facet, and AI widget merchandising to tackle each problem and achieve all aspects of the redesign. I worked embedded with IT, junior designers, and the Bloomreach AI platform team to define the new experience from initiation through final QA.
ACHIEVED
Homepage redesign and AI widgets increased revenue metrics at least 25% as well as increased customer’s average scroll depth.
Visit the site and see for yourself >
Project Scope
The design was my team’s to created but implementation also came within my range as I am the main expert in Bloomreach within the company, so I worked with engineering to create the template for the new homepage as well.
Context
The homepage is one of the primary entry points for our users. It frames the buyer journey and vantage of the company. Without a change for nearly a decade, it left an outdated taste that didn’t align with modern usability expectations or competition.
Problem
An overall hierarchy of the site was needed, something that conveyed with the company’s value proposition and offerings with the convenience of modern amenities. Visual hierarchy had to be introduced to return an effective flow to generate conversion.
Constraints
- Design required to remain within a fixed layout framework
- Extremely tight project timeline
- Limited development resources
- Guide engineering on building framework for page
Goals & Achievements
- Increased revenue metrics at least 25%
- Grew customer’s average scroll depth deeper down the homepage
- Modernize the visual design to meet current usability expectations
- Improve visual hierarchy and scannability to support faster decision-making
- Strengthen the homepage’s value proposition for B2B buyers