Homepage Redesign

Role: Product Design Lead
Services: Digital Transformation, Stakeholder Interviews, Content Strategy

Phillips’ landing experience was in need of a refresh from its outdated carousels to cater to its evolving business. I introduced and designed a new system of flexible components and layouts which spoke to their need to progress in the digital arena.

Project Goals

Personalized Components
Increase Auction Browsing
Showcase Video and Editorial Content

Jumping-off Point

In order to create the content strategy, I led interviews with stakeholders and auction category specialists. I gathered their requirements to better understand their business needs.

Homepage Takeovers

Working with our in-house development team, we started building new homepage experiences to promote the auction calendar. Creating these pages was an important step: it showed the business the homepage was a useful tool to guide clients into the website. We succeeded in convincing them to buy-in to a new homepage design.

Building Blocks

Stakeholders wanted to keep the hero carousel for consignment promises and way-finding for crucial auctions and events. We addressed their needs and created perimeters for carousel items and image assets for web producers to manage.

Enhancing the Experience

Personalizing the experience for logged users was a stepping stone towards transforming the digital offerings. One way we achieved this was incorporating a carousel of upcoming auction lots that clients selected to follow.

Showcasing Video Content

As we grew our content offerings, adding a video player to the homepage was the first point of contact to immerse clients in the auction experience.

Featuring Auctions

Beyond personalization, we also wanted to spotlight upcoming auctions on the homepage. Among our strategies: adding carousels to increase the visibility of offerings.