Homepage Redesign

UX & UI Design
I led the user-centred redesign of Skipton’s homepage as part of a brand refresh—creating a more accessible, mobile-optimised product that aligned with user behaviour and business goals, replacing the outdated, content-heavy original.

Project Description

Client

Skipton Properties

Date

January 1, 2024

Role

Freelance UI/UX Designer

STRATEGY, DISCOVER & WIREFRAMING /

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I conducted an in-depth audit using Google Analytics, and stakeholder interviews to understand user priorities and pain points.

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I conducted an in-depth audit using Google Analytics, and stakeholder interviews to understand user priorities and pain points. Key insights included - Over 60% of users accessed the site via mobile. Most homepage clicks went to just three areas - login, savings, and mortgage. New homes content was at a low engagement rate. Promotional content was rarely engaged with and dominated the homepage. Scroll reach was low due to the very long homepage.

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STRATEGY & OUTCOME /

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Moved down low engaged hero module, and lead the with video and stronger content in a slider carousel to allow quick swaps for campaigns without full rework. Checked accessibility scale- colour and type choices. Mobile-first design, tested across breakpoints.The outcome was successfully rolled out in phases, with a 17% increase in engagement on core journeys and improved in sign ups for new plots.

Next Project /

Summer Monogram Campaign