The M&S homepage comprised many different sections and content was owned by the different trading teams resulting in a disjointed presentation and a very long scroll.
The page needed to be redesigned to fulfil the needs of the modern M&S shopper.
I worked with the design / trading / analytics teams to explore the current use of the homepage in the context of different visitor journeys.
We found that very few shoppers were taking the time to explore the homepage for inspiration, with a tiny percentage scrolling below the fold, so new designs were developed to encourage easy exploration and more entertaining content.
Over many weeks, I researched the designs until we identified the most effective route.