A homepage redesign balancing user needs with hard business metrics — plus a brand refresh and a team of five to keep it all moving.
Overview
RetailMeNot was one of the biggest coupon and deal platforms in the US — the kind of site where the homepage carries enormous traffic and enormous business pressure simultaneously. As Senior Designer, I led the redesign of that homepage, working at the intersection of user needs and key business metrics to unify design patterns and increase engagement.
Alongside the homepage work, I managed and mentored a team of five designers producing digital and print campaigns for both consumer and corporate audiences, and partnered with external illustrators to refresh RetailMeNot's brand identity — consumer logo, corporate logo, and the guidelines that governed both.
Challenge
Redesign a high-traffic homepage that satisfied both users (who want deals, fast) and the business (which wants engagement, conversions, and ad revenue). Those goals aren't always the same. The job is making them feel like they are.
Approach
Ground every decision in data and user research. Map the existing experience against actual user goals. Identify where the design was getting in the way, and where business objectives could be met without friction — or with less of it than the team assumed.
Outcome
A unified homepage design that improved engagement metrics and brought consistency to a design language that had drifted across channels. The brand refresh gave the whole product a cleaner, more confident visual foundation.
Homepage Redesign
The previous homepage tried to do too much. The redesign was an exercise in ruthless prioritization: what does someone coming to RetailMeNot actually need to see first? Everything else moves down. The result was a cleaner hierarchy that made the site faster to use — and, not coincidentally, more effective for the business.
Brand Identity
RetailMeNot operated in two distinct contexts — consumer-facing and corporate-facing — and needed a brand identity that could speak to both without feeling like two different companies. Working with external illustrators, I directed the refresh of both logos and the brand guidelines that unified them.
Next Project
The daily deals rocket ship →