Conn’s HomePlus Homepage Redesign
Rebuilding Conn's HomePlus's homepage into a modular system that helps shoppers find products, promotions, and financing faster — across desktop and mobile.
Background & Problem
Conn's is known for its high-quality products, dependable delivery services, and flexible financing options, including proprietary in-house credit programs that help customers make important purchases more accessible. As consumer shopping behaviors increasingly shift toward digital channels, the homepage plays a critical role in shaping first impressions, guiding product discovery, and driving conversions. To remain competitive and better serve customer needs, Conn's sought to redesign its homepage to create a more intuitive and engaging online shopping experience that reflects how customers actually browse, evaluate, and purchase products.
Problem Statement
The existing homepage was not effectively showcasing Conn's key value propositions, including featured products, promotional deals, financing offers, and diverse product categories. Customers faced challenges in quickly discovering relevant products and understanding available financing options, while internal teams had limited flexibility to launch promotions and merchandising updates efficiently. Conn's needed a redesigned homepage that would:
Improve product and category discoverability.
Better highlight promotional offers and financing programs.
Drive customer engagement and conversion.
Align the online experience with modern shopping behaviors.
Enable faster content updates and speed to market for internal teams.
Generate more actionable usability insights to support continuous optimization.
The goal was to create a customer-centric homepage that not only attracts and engages shoppers but also clearly communicates Conn's unique combination of products, deals, and financing solutions.
Exploration
Research & Analysis
A full usability audit of the current experience, conducted with two researchers, surfaced the usability issues and the process fixes needed to address them.
Heuristic Audit
Conducted Baymard Institute audit with two researchers against the existing homepage.
Identified usability issues and proposed fixes for each.
Findings scoped to the specific problems the redesign needed to solve.
Moderated User Testing
Studies run on UserTesting.com to pinpoint homepage challenges directly from users.
Sessions clearly surfaced the major pain points for shoppers.
Combined with the audit, results made the case for change to internal leadership.
8
Users Tested
24
Usability Tests
71%
Tests failed
Competitor Analysis
Collaboration with designers for competitive analysis.
Conducted discovery sessions with marketing team to grasp business goals and user preferences.
Ensured design changes maintain brand consistency across touch points.
Design Experience
Wireframing
Using Figma, I translated my first sketches into low-fidelity wireframes. Then, I improved them by adding a few relevant stock images and copies provided by the marketing team.
Final Designs
Time to test the Designs
Testers reviewed desktop and mobile prototypes and gave verbal feedback as they worked through three tasks: assessing featured products and categories on the homepage, and judging how easy it was to find financing options and ongoing promos and deals.
Testers reviewed Desktop and mobile prototypes, providing verbal feedback.
They assessed featured products and categories on the HomePage.
Testers evaluated the ease of finding financing options and ongoing promos & deals.
Impact
A quantitative A/B test validated whether the new homepage experience delivered a real lift in key metrics — not just a better score in moderated sessions.
+3%
Conversion rate
+6%
Session Duration
-26%
Bounce rate
Customer Benefits
The redesign delivered enhanced wayfinding and a more consistently branded homepage experience across devices. Feedback from user testing was overwhelmingly positive, and the quantitative results confirmed what the qualitative sessions had already shown: shoppers found products, promotions, and financing options faster than before.