Thread & Sage

E-COMMERCE, FASHION

Redesigning the homepage to increase bookings, and provide a cleaner overview of services, and history of the local business.

Role: Digital Designer (UI/UX)
Project type: Homepage redesign
Expertise: UX/UI Design, Responsive Design
Status: Concept project

The Challenge

The existing homepage has a lot of spacing, image sizing and content issues, which meant that there were no clear call to action buttons for the user, and the content currently provided didn’t at a glance state the most important information.

Key issues

Oversized images
Repeated logo
Missing calls to action
No strong brand identity
Misalignment of copy

Original homepage and navigation above the fold on desktop.

Original hero section above the fold on mobile..

The Solution

MVP

Update the top navigation bar with relevant markers
Provide pricing information upfront
Reorganise sub-headings and copy with sufficient padding between each
Inject some light branding elements (colour scheme, typography)

Primary users

Cat owners who are local to West London and are in search of affordable boarding

Mid-fid wireframes of hero section.

Visual Direction

Keeping the green accent colour but modifying the range
Calm, readable typography with clear hierarchy
Minimal imagery used intentionally to support tone
Accessibility considered through contrast and spacing

Moodboard

Final Design

The final design presents a calmer, more intuitive homepage that clearly guides new and returning visitors
Top navigation menu prioritises the most important options for new users
Visual direction is cleaner, memorable and reflects the nature of the organisation
Homepage is now mobile responsive