During my time at The Works, I saw pages such as the Homepage and Category Pages lose their way. Departments would request more and more banners get added to them, making them long and overwhelming for the user to navigate. I was also aware of the European Accessibility Act being enforced in mid-2025, which would made many of our BAU design standards non-compliant. However, there was a lot of resistance to changing the status quo. In order to get my point across, I collaborated with colleagues in different departments such as SEO and developers, conducted research and gathered data to present to the Head of Digital, Director and CEO.
Accessibility Proposal
Homepage and Category Page Redesigns
My proposals were successful and I was given permission from the Director and CEO to fulfil these redesign proposals.
After the redesigns, we saw a lift in sales and reductions in navigation pain points via recordings on Microsoft Clarity.
Within the first 2 months, the redesign greatly benefitted search engine rankings, including:
Homepage impressions increased by 1 million.
Books page average position on Google improved by 12 rankings, now appearing on page 1 and improving impressions by 0.8 million.
Art & Craft page average position went from rank 28 to 15, with an increase in clicks by 20k.
Toys & Games average ranking improved from 21 to 12 and clicks improved by 6k.
Stationery improved from rank 17 to 11, impressions lifted by 2 million and clicks up 30k.
I was very proud of getting this over the line and seeing the benefits of the redesigns almost immediately. I was happy with my collaboration with various departments and demonstrating my expertise in my area.