ipsy.com

Redesigned the homepage

01 | Problem
We brought in users and asked they thought about the homepage. We learned that multiple buttons were confusing because they all had different CTAs, and that people did not connect with the imagery because they did not recognize our cofounder, Michelle Phan.
Since it is the first thing users see, how can we update our homepage to increase user sign up and subscription?

02 | Solution
We created 2 designs to test, and found the above design to be the winner. The new design outperformed the older homepage by increasing user registration by 12.6%, and subscriptions by 2.43%.

We wanted to excite users by showing more product imagery rather than a face that might not be familiar to many. To emphasize that ipsy is all about discovery, we rotated 10 words to show users they will get a variety of beauty products every month.