surfdome

homepage case Study

Project Overview

As the lead designer, I had the opportunity to work on redesigning the homepage of Surfdome over a two-month period. The goal of the project was to update the outdated homepage layout, making it more user-friendly and responsive for both desktop and mobile users. Additionally, I worked with the SEO team to improve the page's optimisation and positioning on search engines.


Research and Analysis

To start the project, I conducted a thorough analysis of the old homepage layout. I noticed that it had not been updated since 2016 and lacked mobile optimization. The layout was cluttered and repetitive, leading to a confusing user experience. To ensure the new design would be effective, I conducted user research and gathered feedback on what users wanted to see on the homepage.


Design Process

After gathering user feedback, I started the design process by creating wireframes of the new homepage layout. I focused on a more simplified and organized design, ensuring the layout was easy to navigate and visually appealing. The new design included a hero image, featured categories, and a simplified navigation bar. I also added more visual elements, including images and videos, to showcase the brand's products and lifestyle.


Usability Testing

Once the new homepage design was completed, I conducted usability testing to ensure it was user-friendly and met the user's needs. The usability testing helped identify any potential issues, and I made adjustments accordingly.

SEO Optimization

To ensure the page was properly optimized for search engines, I worked with the SEO team to incorporate relevant keywords and meta tags. The new layout was also designed with search engine optimization in mind, helping to increase its visibility on search engine results pages.

Results

The new homepage design received positive feedback from users, with a significant increase in user engagement and time spent on the page. The new layout was also optimised for search engines, resulting in a higher search engine ranking and increased visibility.


Conclusion

As the sole designer on the project, I was able to take full ownership and successfully redesign the homepage of Surfdome. Through research, design, and testing, the new layout was able to significantly improve user experience and search engine optimisation.