Composing the brand story
As the first page customers land on, we spent additional time crafting the story and structure of the homepage would be.
To do this, I helped to curate and facilitate a design workshop with senior stakeholders and executive-level leadership to define page level information architecture of the homepage.
01 Competitive Analysis
I started by looking at different homepages from companies that also sell health related tests online to get data on:
- type of content modules used
- the order of these modules
- number of modules each site had
I arranged the sites on a scale from product/shopping focused to story/brand focused to see where the new site would sit. To further analyze these sites, we looked at each module summarizing what is being communicated and rank ones that could work well for Quest’s homepage.
02 Dot Voting
After sharing our insights gathered from competitors, the team conducted a dot voting exercise to determine which content types should the homepage feature.
Each stakeholder had 3-4 dots that they would place on different cards of what they wanted to see on the homepage.
03 Wireframing
With the 4 content types chosen from the workshop,
- Value of Testing
- DTC Consumer Testing
- Quest Story
- Browse Categories
I began to explore the order and amount of space each section should have.
04 Results