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Homepage Revamp

Turning the Homepage into a Discovery Experience

Personalization · Discovery · Growth

Personalization·Discovery·Growth

Role:

Lead Product Designer

Design:

2025/07

Rollout:

2025/08-2026/02

Platform:

App·iOS & Android·Web

OVERVIEW

Turning Fragmented Modules into a Cohesive Discovery Journey

People come to Pinkoi not only to shop, but also to discover products that reflect their taste and personal style. The homepage therefore needed to be more than a traffic gateway—it had to connect brand curation, personalized discovery, and commercial outcomes.

I reframed the core user journeys and content strategy, transforming fragmented modules into a discovery system that could evolve over time. By introducing personalized recommendations, automation, and AI-powered modules, the homepage shifted from a static collection of content into an entry point that continuously responds to user interests.

People come to Pinkoi not only to shop, but also to discover products that reflect their taste and personal style. The homepage therefore needed to be more than a traffic gateway—it had to connect brand curation, personalized discovery, and commercial outcomes.

I reframed the core user journeys and content strategy, transforming fragmented modules into a discovery system that could evolve over time. By introducing personalized recommendations, automation, and AI-powered modules, the homepage shifted from a static collection of content into an entry point that continuously responds to user interests.

OUTCOMES

+37%

Homepage engagement rate

+21%

Interactions per user

+24%

Wishlist additions

+20%

Average product pages viewed

CHALLENGE

The Homepage Had Lost Its Discovery Journey

Years of optimizing individual metrics had turned the homepage into a collection of isolated modules rather than a cohesive discovery experience. Improvements focused on each module's performance without an overarching content strategy or consistent browsing logic. As more features and content were added, several structural problems emerged.

Disconnected content

Independent modules broke the discovery flow

Fragmented visual system

UI and content patterns lacked consistency

Discovery drop-off

Key modules reached only 1–3% CTR

Just 20–30% explored further

Unpredictable layout

Shifting modules made the homepage hard to learn

Weakened brand discovery

The homepage felt like a product feed, not a source of inspiration

The problem was not a single module, but the absence of a coherent discovery path.

Only 20–30% of users continued exploring content further down the homepage, while several major hero and topic modules saw CTRs of just 1–3%.
This confirmed that optimizing isolated modules was not enough—we needed to redesign the homepage's content structure and discovery rhythm.

REFRAME

Two Distinct Modes of Discovery

Early discussions centered on competitor patterns and ideas for new homepage modules. I brought the conversation back to user needs, combining existing research with behavioral data to define two core user profiles and their discovery journeys. This clarified the role the homepage should play across different shopping intents.

Persona 01

Exploration-led

Browse-led | Looking for inspiration and novelty

Without a specific purchase goal, these users repeatedly return to the homepage for new paths to explore

Persona 02

Goal-oriented

Search-led | Prioritizing efficiency and relevance

They arrive with a clear need and use search to quickly find and compare relevant products

This gave the homepage a clearer role: sustain discovery for inspiration-led users while serving highly relevant content to those with a specific goal.

GOAL

Reframing the Homepage Around Discovery

We consolidated a crowded set of homepage modules into a focused entry point connecting brand, marketing, and product discovery.

We consolidated a crowded set of homepage modules into a focused entry point connecting brand, marketing, and product discovery.

Brand | Value Proposition

Set a distinctive brand tone from the first impression, helping both new and returning users immediately understand what makes Pinkoi different and reinforcing its mission: "Design the way you are."

Marketing | Curated Content

Give campaigns and curated product stories greater visibility, making them easier to notice and understand.

Discovery | Personalized Inspiration

Use behavioral signals to deliver real-time personalized recommendations, increasing relevance, engagement, and the value of returning to the homepage.

STRATEGY

Redesigning Discovery Through Product Experience and Content

We combined a consistent product experience with more timely, personalized content so the homepage could support brand storytelling, marketing visibility, and product discovery at once.

Strategy 01

Create a Cohesive Discovery Experience

Product experience | Rebuild content rhythm and discovery paths

We reorganized the content hierarchy, visual language, and interaction rhythm to create a more continuous browsing experience—allowing one piece of content to naturally lead into the next discovery path.

Strategy 02

Make Content Timely and Relevant

Content strategy | Increase freshness and relevance

We introduced timely content and recommendation logic that adapts to different contexts and user intents, helping people reach relevant products faster.

DESIGN PRINCIPLES

Turning Strategy into the Homepage Experience

We translated the strategy into three design principles to keep content, interactions, and discovery paths consistent.

01 Story-led

Lead with Immersive Visuals and Curated Stories

The homepage should not feel like a product list. It should begin with themes, contexts, and visuals that invite users into Pinkoi's world of discovery. Moving beyond the traditional horizontal banner, we introduced tall, mobile-first imagery to create a more immersive focal point while improving content and copy readability.

Previous banners often delivered CTRs below 1%. The new format created more room for storytelling and renewed attention and engagement with curated content.

02 Immersive & Adaptive

Extend Each Theme into a Distinct Visual Atmosphere

Editorial themes are a key discovery and traffic entry point on the homepage. I extended each theme beyond its hero visual into the product cards below, allowing users to continue through one curated story rather than encounter disconnected products. This prevented the homepage from becoming another visual collage and reduced fatigue during longer browsing sessions.

Working with engineering, I also created an automated color extraction system. It identifies a representative color from the hero image and generates a gradient based on predefined color rules, giving every campaign a distinct immersive atmosphere without adding operational or design maintenance.

Editorial themes are a key discovery and traffic entry point on the homepage. I extended each theme beyond its hero visual into the product cards below, allowing users to continue through one curated story rather than encounter disconnected products. This prevented the homepage from becoming another visual collage and reduced fatigue during longer browsing sessions.

Working with engineering, I also created an automated color extraction system. It identifies a representative color from the hero image and generates a gradient based on predefined color rules, giving every campaign a distinct immersive atmosphere without adding operational or design maintenance.

Hero Image → Extract Color → Generate Gradient

03 Continuous Discovery

讓不同購物意圖，都能持續找到探索方向

The homepage serves two discovery needs: goal-oriented users expect relevant content, while casual browsers need a continuous sense of inspiration and novelty.

I interleaved personalized recommendations, editorial themes, and continuous browsing, then added an infinite "You May Also Like" feed near the end of the page so discovery could continue rather than stop at the bottom.

Product cards also gained multi-image browsing, wishlisting, and sales signals, helping users assess interest and popularity faster while reducing decision effort.

METRICS

Hypotheses & Metrics

We translated the homepage goals into measurable metrics and instrumented key interactions and interface details. This allowed us to evaluate the redesign while testing long-standing assumptions against real user behavior after launch.

Metric

Hypothesis

Primary

Homepage engagement rate

Did overall discovery improve?

Leading

Module impressions and CTR

Which content genuinely attracts users?

Health

Drop-off rate by section

Where does discovery break down?

BEYOND THE METRICS · Testing Design Assumptions

Because horizontal modules had historically underperformed, the team had come to believe that users simply did not swipe through horizontal content, leading most layouts to favor vertical stacking. I challenged that assumption: low engagement might not be caused by the horizontal format itself, but by content quality, relevance, placement, or visual execution.

The redesign therefore retained and reworked horizontal discovery, with behavioral tracking added to observe actual swipe and click behavior. This gave future layout decisions a stronger foundation in real usage data.

Previous · Repeated vertical layout

New · Horizontal discovery

The previous design relied on repeated vertical modules. The redesign reintroduced horizontal discovery and tracked real swipe and click behavior.

OUTCOME

Less Content, Deeper Discovery

PRODUCT IMPACT

+37%

Homepage engagement rate

+21%

Interactions per user

+24%

Wishlist additions

+20%

Average product pages viewed

Conclusion

CONCLUSION

Brand | Value Proposition

After significantly reducing the number of modules, homepage engagement increased by 37% and interactions per user rose by 21%—showing that a more focused content structure enabled more effective discovery.

Discovery Extended Beyond the Homepage

The redesign improved downstream shopping behaviors, showing that the homepage successfully guided users into deeper product discovery and purchase journeys.

Revisiting Long-Held Design Assumptions

The team had often judged layout patterns by the historical performance of a single module, gradually eliminating certain interaction models. I argued that placement, content quality, visual execution, and interaction design all influence performance—and that no design should be dismissed based on one result alone.

This redesign went beyond rearranging content. It rebuilt the discovery rhythm and content hierarchy, turning the homepage from a collection of isolated modules into a cohesive entry point for brand, content, and product discovery.

FINAL DESIGN

Something New Every Time You Open the Homepage

A progressive discovery journey built around occasions, recipients, and inspiration packs—helping users move from "I don't know what to give" to the right product with ease.

TAKEAWAYS

From Strategy and Data to Shared Direction

Impactful design comes not only from a strong solution, but from clear strategy, testable hypotheses, and shared team alignment.

We consolidated a crowded set of homepage modules into a focused entry point connecting brand, marketing, and product discovery.

Strategy Before Modules

First define who we are designing for and what role the homepage should play—then decide what belongs on it.

Let Data Validate Design, Not Limit It

Historical data tells us what happened, but it cannot always explain why.

Good Strategy Creates Shared Direction

Design impact comes not only from the output, but from turning complex problems into a direction that cross-functional teams can understand, discuss, and adopt together.

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Contact

Let's build the right thing together.

I'm open to opportunities where design can shape product direction, solve meaningful problems, and create real impact. If that sounds like your team, I'd love to hear from you.

Let's talk

Contact

Let's build the right thing together.

I'm open to opportunities where design can shape product direction, solve meaningful problems, and create real impact. If that sounds like your team, I'd love to hear from you.

Let's talk

Email liannyyeh@gmail.com

Phone +886 930-688-699

LinkedIn linkedin.com/in/lianyeh