In collaboration with the Purple Carrot product team, I re-designed the marketing website home page in the spring of 2025. The goal for the re-design was to increase conversion by refreshing brand imagery, addressing user goals, highlighting key product categories, and improving product discoverability.
My process included analyzing heat maps for the existing home page, conducting competitor research, and reviewing best practices as well as past user research data. Scroll data suggested only 35% of users were scrolling below the fold. Interviews conducted with customers in 2024 aligned with past persona research, suggesting that customers primarily join Purple Carrot for health and convenience reasons.
Key themes from 2024 customer research informed the primary content sections on the home page redesign, including strong interest in high protein, dietary filters, and shopping the menu before subscribing.
Based on the research findings, I developed wireframe concept options for the re-design.
Research findings suggested a strong interest in shopping by dietary preference or goal, I re-organized the page architecture and added a secondary section starting above the fold to allow customers to discover products organized by primary health or convenience goal.