Case Study Overview

A personalized homepage for Lenovo Pro members

Explore a detailed breakdown of my design process, challenges, and solutions for this featured project. See how research, strategy, and execution come together in real client work.

Research
prototyping
AB/Testing
presentation
[team] image of individual team member

Project Details

2024

My Role: Designer (Wireframes, Prototypes, Components)

Team: 3 Designers, Project Manager

Heatmap of original member homepage

Rethinking the homepage

Initial steps were to analyze the research and assess our heatmap to identify user priorities and the areas that weren't being engaged with.
image of someone typing on a keyboard (for a b2b saas)
Miro board of wireframes and initial concepts

Brainstorming Sessions

After the initial prompts, I developed basic wireframes featuring a new homepage concept. We wanted to bring forth easy access to my account features.

Stakeholder and project priority update

Priority Pivot

This project became of upmost importance for the business and was reassessed to have ample members of our team working together.

Collaborative POC

Rapid prototyping to visualize a proof of concept (POC) was distributed among three designers; my focus was on content and placement.

A/B Testing

Iterative testing to validate design decisions and ensure a seamless user experience.

Stakeholder feedback

This original POC was then brought to different stakeholders that owned content on the homepage to align with vision and update content as needed.

[digital project]
[digital project]

Following the POC, the design tasks came back to me as the sole owner of the project to do A/B testing and iterate on our designs.

A total of 6 tests would be done, for each new section of the homepage. We would send part of the traffic to these pages.

After each winning test, that section would be added to the following test along with the new section.

Personalized Member Experiences

While designing these new concepts, the difference between our new members and existing members was vast. They had completely different goals and objectives so we created personalized experiences for both.

New member experience

Sales first approach

We knew that new members would not have a need to access their My Account information, so we minimized that section for them and focused on introducing savings, business solutions and benefits of the free member program.
image of someone typing on a keyboard (for a b2b saas)
Existing member experience

Reimagined Homepage

While our existing members needed access to pages such as "My Account," the "Order Page," and "Saved Quotes," we also ensured they could easily access business solutions and sales offerings further down the homepage.
Component example with variables

Component Creation

As each section was verified through A/B testing and approved by stakeholders, I began to iterate on each component for each scenario that would be applied to that section, such as dark vs light mode, update status, pop-up modal and tabs.

Project Gallery

Click on images to expand

SMB homepage new user
SMB existing user
Component example with variables
Case Studies

Checkout Next Project

[digital project] image of a graphic design on a screen (for a web design agency)
design system

The Evolution of Trackpoint

Explore a six year journey through Sketch, Adobe XDand finally Figma to create a single source of truth forbuilding designs for Lenovo.com

Read Case Study
[interface] image of a mobile device with a website loading on it (for a ai legal tech company)
Prototyping

Robust transformation of mobile sales page

Explore the step-by-step workflow, from A/B testing and iterations to interactive prototypes and usability testing.

Read Case Study