Website Audit For 1Eighty Digital Homepage Redesign

This case study details the redesign process of the 1eighty Digital homepage to enhance user experience (UX) and user interface (UI). The project involved identifying usability pain points, implementing targeted solutions, and measuring their impact on user engagement and conversion rates.

Client: 1eighty Digital Industry: Digital Marketing Role: UI/UX Designer Tools Used: Figma, Google Analytics, Hotjar, Mirro Duration: 2 Weeks

1eighty Digital’s homepage suffered from several design and usability issues that negatively affected user engagement and conversion rates. These included:

Cluttered Hero Section – Users found it overwhelming, reducing interaction rates.

Inconsistent Typography – A lack of hierarchy made reading difficult.

Suboptimal Color Scheme – Poor contrast affected readability and accessibility.

Performance Bottlenecks – Slow loading times led to higher bounce rates.

The primary objective was to enhance the homepage by making it more engaging, user-friendly, and conversion-driven. Key goals included:

Simplifying the UI for better content clarity and ease of use.

Enhancing navigation and content hierarchy to improve information discovery.

Optimizing performance and accessibility to ensure a seamless user experience.

Boosting user engagement and conversion rates through strategic design improvements.

To measure the effectiveness of the redesigned homepage in improving user engagement and conversion rates.

A/B Testing – Compared the original and redesigned homepage for engagement metrics.

Heatmaps & User Recordings – Analyzed click behavior and navigation paths.

User Surveys & Feedback – Collected qualitative insights on usability improvements.

Positive Feedback: Users found the new design cleaner, easier to navigate, and more visually appealing. Improved CTA placement increased interaction rates.

Areas for Improvement: Some users suggested adding more dynamic visuals to the hero section to enhance engagement.

UI/UX Designer – Led the redesign process, ensuring a user-centered approach.

Front-end Developer – Implemented design changes with optimized code.

Content Strategist – Refined messaging to align with user needs.

SEO Specialist – Ensured search engine optimization best practices were followed.

Conducted weekly sprints to track progress and iterate on design solutions.

Held usability testing sessions to gather real-time feedback and make improvements.

Maintained close cross-functional collaboration to align design with business goals.

Increased Session Duration: Users spent an average of 3 minutes on the homepage (up from 1m 45s).

Reduced Bounce Rate: Dropped from 68% to 45%, indicating improved user retention.

Boosted Conversion Rate: Increased from 3.2% to 6%, demonstrating better engagement and action-taking.

Faster Load Times: Page speed improved by 50%, reducing drop-off rates due to slow performance.

Refined Hero Section – A clean, focused layout with a clear CTA increased interaction by 35%.

Consistent Typography & Color Scheme – Improved readability and brand consistency.

Optimized Navigation – Users found key information 40% faster, leading to smoother interactions.

Accessibility Enhancements – Improved contrast and structure led to a 20% increase in usability for visually impaired users.

The redesigned 1eighty Digital homepage successfully addressed usability challenges, enhanced user experience, and significantly improved key performance metrics. The refined UI, optimized navigation, and faster load times contributed to increased engagement and conversion rates, aligning with the company's digital marketing objectives.

By employing a user-centered approach and leveraging real-world feedback, the redesign effectively transformed the homepage into a high-performing asset for 1eighty Digital.

Introduce Microinteractions – Enhance engagement through subtle animations.

Personalized Content Recommendations – Increase relevance and user retention.

Continuous A/B Testing – Optimize CTA placement and user flows further.

This case study demonstrates the tangible impact of thoughtful UX/UI design and highlights how a strategic approach can drive business growth through enhanced digital experiences.