The original homepage had:

• Poor visual hierarchy making it hard to scan.

• Weak CTA placement (small buttons, inconsistent visibility).Redundant sections leading to longer load times.Accessibility issues: low contrast, small text sizes (<16px), and dense content.

• Inconsistent brand storytelling spread across too many blocks.

I ran the homepage through accessibility checkers (Stark / WebAIM), which flagged:

• Low contrast in CTA buttons and quote section.

• Body text below accessibility recommendations (16px).

• Insufficient spacing between blocks, harming readability.

1. Improve Visual Hierarchy
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- Reorganize layout to make it easier to scan.

- Ensure the most important content (e.g. CTAs, products) appears earlier.

2. Increase Conversion RateStronger
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- CTAs with better placement and sizing.
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- Clear value propositions (gift offer, video guide, quote/testimonial).

3. Improve Accessibility

- Increase body text to 16px+.

- Use better contrast (text/background, buttons).

- Use a consistent 6px spacing system for breathing room.

4. Enhance Mobile Usability

- Prioritize tap targets, scrolling, and content flow.

- Restructure layout for fast product access on mobile.

5. Reduce Bounce Rate

- Move CTA and key info above the fold.

- Simplify navigation and reduce friction early on.

6. Improve Page Load Speed (Option B focus)

- Remove non-essential sections (video, quote).

- Minimize DOM size and visual noise.

7. Establish Brand Trust & Credibility

- Add quote/testimonial with founder name and story.

- Showcase diverse faces in imagery for authenticity.

- Use consistent branding (font, product visuals, tone).

8. Align with Modern E-Commerce Patterns

- Move featured products directly under hero image.

- Mimic user expectations from other beauty brands (Glossier, Sephora).

9. Unify Typography and Button Styles

- Consistent sizing, weight, contrast across text and buttons.

- Unified button styles to reduce confusion.

10. Create a Polished, Conversion-Centered Experience (Option A focus)

- Keep all value-building sections (video, quote, gift) for users who want full brand storytelling.

- Ideal for luxury or higher-trust e-commerce.
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11. Support A/B Testing Strategy
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- Offer Option A as the high-engagement version.

- Offer Option B as the performance-optimized control.

Option A – Enhanced User Experience
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This version uses all original sections but reorganizes layout for stronger usability and emotional connection.
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• Key Improvements:

- Clearer structure & 6px spacing system.

- Better CTA visibility and placement (mobile & desktop).

- Larger, readable typography.

- Highlighted value sections: quote, video, gift offer.

- Stronger brand storytelling and trust signals.

• Results Focus:

- Higher Conversion Rate: Stronger CTAs + emotional triggers.

- Better Accessibility: All text ≥16px, contrast improved, spacing adjusted.

- Increased Brand Trust: Founder quote, video and testimonials placed higher.

-Lower Bounce Rate: Engaging hero and content flow keeps user interest.

‍Option B – Streamlined Control Version
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A/B variant closer to the original site, but simplified.
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• Key Improvements:

- Removed video, gift, and quote sections.

- Featured products moved higher.

- Focused on fast-loading experience.

- CTAs made stronger and consistent.
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• Results Focus:Improved Speed & Focus:

- Fewer distractions.

- Improved Accessibility: Same text/contrast upgrades.

- Maintains Brand Consistency: Familiar layout, less risk.

- Lower Bounce Rate: Direct product access faster on mobile.

Original site: full desktop and mobile screenshots (highlight worst areas).

Option A: desktop & mobile, full scroll + close-ups (CTAs, quote block, etc.)

Option B: same, side-by-side view to contrast structure and hierarchy.

This project pushed me to focus on small but high-impact UX decisions, such as improving accessibility and mobile flow. It reinforced how subtle layout shifts can clarify user intent and improve performance — especially in fast-paced e-commerce contexts.