UI / UX Design
Harwoods Homepage Redesign
Redesigned a premium automotive homepage using data led insights and user testing to improve hierarchy, trust, and engagement for high intent users.
Year :
2025
Industry :
Automotive
Client :
Harwoods Group
Project Duration :
2 months
Overview :
The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.
Challenge :
The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth.
For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.
Result :
View Prototype
Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold.
The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.
Interactive Prototype :
Key Takeaways :
Data Builds Momentum
Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.
Hierarchy Drives Confidence
Clear sectioning, spacing, and prioritization of trust signals significantly improved user reassurance and engagement.
Testing Reduces Risk
Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.
More Projects
UI / UX Design
Harwoods Homepage Redesign
Redesigned a premium automotive homepage using data led insights and user testing to improve hierarchy, trust, and engagement for high intent users.
Year :
2025
Industry :
Automotive
Client :
Harwoods Group
Project Duration :
2 months
Overview :
The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.
Challenge :
The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth.
For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.
Result :
View Prototype
Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold.
The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.
Interactive Prototype :
Key Takeaways :
Data Builds Momentum
Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.
Hierarchy Drives Confidence
Clear sectioning, spacing, and prioritization of trust signals significantly improved user reassurance and engagement.
Testing Reduces Risk
Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.
More Projects
UI / UX Design
Harwoods Homepage Redesign
Redesigned a premium automotive homepage using data led insights and user testing to improve hierarchy, trust, and engagement for high intent users.
Year :
2025
Industry :
Automotive
Client :
Harwoods Group
Project Duration :
2 months
Overview :
The Harwoods homepage redesign focused on improving visual impact, clarity, and engagement for high intent users browsing premium vehicles and services. The existing homepage struggled to clearly communicate brand value, surface key categories, and guide users efficiently, resulting in friction and unnecessary scrolling. The goal was to create a cleaner, more confident, and user led homepage experience.
Challenge :
The current homepage lacked strong visual hierarchy and did not prioritise key user needs early enough. Important service areas, trust signals, and brand options were visually understated, while elongated product cards increased cognitive load and scroll depth.
For users arriving with high purchase intent, this made it harder to quickly browse cars, understand Harwoods value proposition, or locate service and repair options.
Result :
View Prototype
Users consistently preferred the redesigned homepage over the current version, citing its cleaner layout, clearer hierarchy, and improved access to essential information above the fold.
The redesign reduced visual clutter, surfaced trust signals earlier, and improved scannability across product listings. The Browse by Car Brand section is currently live in A B testing, with additional homepage sections approved and awaiting rollout following development handover.
Interactive Prototype :
Key Takeaways :
Data Builds Momentum
Combining analytics, heatmaps, and user testing made the case for redesign clear and helped move decisions forward with confidence.
Hierarchy Drives Confidence
Clear sectioning, spacing, and prioritization of trust signals significantly improved user reassurance and engagement.
Testing Reduces Risk
Validating design changes with real users before build ensured stronger outcomes and smoother client alignment.