Homepage Redesign

As the most popular point of entry for the business, the homepage needed to be reworked so that it met the needs of all our customers.

Goal and challenge

Our audience is primarily Male age 45+ but gift purchases make up a significant portion of our user base as well. The main requirements of this redesign were to make it easier for customers to navigate the homepage and find what they were looking for. Therefore, I had to define the needs of each segment of our audience and construct a suitable solution.

Problems solved

The current homepage uses a tile grid layout and focuses heavily on editorial content that appeals to our main demographic. However, this solution is difficult for the user to navigate when looking for a particular product and overwhelming on first arrival.

To avoid user frustration and increase retention and conversion I chose to make product categories more prominent. I also included a recommended products section and an editorial section for the more engaged users to explore. This will provide them with an opportunity to receive a more personalised product selection and view our editorial content in an optional and digestible manner.

Old homepage

New homepage

Outcomes

An interactive prototype was created and validated through final user testing. It is now awaiting deployment.

Redesign of email campaigns

We use email marketing to inform our audience of the latest product announcements and releases.

Goal and challenge

We wanted to increase the email marketing’s user engagement through a new visual design and a new strategy.

Problems solved

The old email campaigns were too broad in their focus and this distracted the user from the emails message.

Through a combination of A/B testing, Google analytics and Mailchimp’s analytics I developed a new visual design and a new marketing strategy.

The new visual design brought a more modern and less cluttered appearance. Through user research and A/B testing, I found that the call to action button underneath the banner increased the emails click rate.

The email campaigns now have a more focussed approach. The content revolves around one product or one line of products in order to prevent user distraction and frustration. More focussed filters were put together to ensure that users only received information on products that they would find interest in.

Outcomes

Once put into practice, these changes increased user engagement across the email campaigns. Open rates and click rates increased whilst the number of unsubscribes decreased.

Front end development

I design, develop and manage the front end development of the Diecast Legends website. This part of my role has given me an opportunity to utilise and improve my HTML and CSS skills. I keep the homepage up to date with pages consisting of the latest releases to enhance audience engagement.

Problems solved

I have given a cleaner look to editorial pages. I have taken care to provide an easy to follow hierarchy and links to product pages and social media sites to improve user interaction.

Monthly Catalogue

I design a monthly catalogue consisting of all the latest diecast announcements and releases. This has allowed me to continue to develop my skills in print media. It is an important promotional material for Diecast Legends as the primary audience engages effectively with print media.

Promotional Photography

As a graduate of Lincoln University I was given the opportunity to pick up a number of creative skills. One of which was photography. I have continued to utilise this skill by creating promotional material for our sister company, Motolegends.

Diecast Legends

Responsibilities

Homepage Redesign

Goal and challenge

Problems solved

Outcomes

Redesign of email campaigns

Goal and challenge

Problems solved

Outcomes

Front end development

Problems solved

Monthly Catalogue

Promotional Photography

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