Redesign & Optimisation
Redesign & Optimisation
Department Landing Page
I redesigned Liberty's department landing page with a featured carousel and product feed, increasing Average Cart per Session by 97% and Conversion Rate by 21%.
As the product designer, I led user research, crafted the design, and collaborated with developers to turn the design into a reusable template for the site's weekly updates.
Role
Role
Product Designer
Company
Company
Liberty London
Skills
Skills
Product design
Performance audit
Stakeholder management
Interactive prototyping
User research & Testing
Timeline
Timeline
6 weeks (Jul–Sep 2024)
Problem
Reports showed that the previous department landing page fell short on key metrics like conversion and bounce rates, pointing to possible issues such as UX challenges, content relevance, or technical problems.
Previous Department Landing Page Design
Previous Department Landing Page Design
Research
I used user flow mapping, page analytics, in-store customer interviews and feedback review to understand navigation patterns and engagement drivers across the shopping experience.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
User Journey Flow
I reviewed the typical user shopping journey through the Liberty site, from the homepage to the shopping bag. The department landing page plays a key role in directing users to product listings, edits, and brand categories.
Journey Analysis
The findings suggest that optimising the Product Listings Page layout is crucial, as many users prefer navigating through these pages before and after viewing other sections.
Page Analysis
I examined user interactions using page analysis to determine which webpage elements are most engaging, identify user preferences, and find areas for improvement.
User Feedback
I conducted customers interviews in-store and reviewed user feedback collected by the CRM team over the past year and noticed the page layout made content feel random and disjointed.
Pain Points
What I learned from research helped me clearly identify key challenges in the user experience and highlight where improvements were needed.
Critical Findings
Contents are not what users expect on a retail website. I need to prioritise shoppability.
The page lacks interactive elements, such as filters, for users to refine product choices.
Some users missed elements below the fold. Content above can't take the full viewport height.
Business Requirements
I gathered stakeholder requirements by hosting meetings. Understanding internal needs helped ensure the page met both business goals and user expectations.
Stakeholders
Digital Trade
Required content modules brands could purchase to promote products, supporting commercial revenue.
Digital Marketing
Needed a flexible landing page design with visual category blocks, optimised for paid social and referral traffic.
SEO Team
Prioritised keyword-rich content placed higher on the page to support visibility in organic search results.
Process
I translated user insights into wireframes, refined the visual design, ensured responsiveness across devices, and worked with developers to deliver a reusable, scalable template.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Lo-Fi Wireframe
To address user feedback and boost shoppability, I added an automatic product feed and filter menu. A compact featured carousel met stakeholder needs without crowding the top of the page. For SEO, the H1 and description were placed above the main product feed.
Component specifications
I created wireframes in Figma with both design clarity and Bootstrap integration in mind. I considered how layouts would translate into a responsive grid system, using consistent spacing and scalable components.
Visual Styling
I refined the visual styling, using components from the Liberty Design System to select colours, fonts, and spacing, creating a polished design that enhances user engagement.
High-fidelity Prototype
I created a fully interactive prototype that brings the initial concepts to life. I also considered responsiveness across different devices, adapting the layout for optimal user experience on mobile, tablet, and desktop.
Template Development
Development was carried out in close collaboration with me to ensure the design was implemented as a reusable and scalable template. I worked alongside developers to maintain code quality, uphold structural consistency, and support long-term maintainability.
Result
The design now supports weekly content updates while ensuring users enjoy a consistent, seamless shopping experience across all devices.
Womenswear Department Landing Page on Mobile
Womenswear Department Landing Page on Mobile
Womenswear Department Landing Page on Desktop
Womenswear Department Landing Page on Desktop
Impact
A two-week A/B test against the previous layout validated the impact of the redesign.
Growth in Average Cart per Session
97%
Users found it easier to add what they love.
Uplift in Median Cart per Session
43%
Clearer layout drove higher value shopping.
Increase in Conversion Rate
21%
Smoother flow led to more purchases.
Next Steps
I’ll keep monitoring user data to spot trends and find areas for further optimisation. Ongoing updates will help maintain a user focused experience.