/ The Gist
/ Results
/ About the project
At Boston Consulting Group, my team was tasked with redesigning the firm’s homepage. The goal was to enhance the user experience, refresh the visual brand, and introduce new modules to guide users deeper into the site’s content.
/ Deliverables
UX Documentation Module Library Design Guidelines High Fidelity Prototype
/ Credits
Lead:
Cecilia Villegas Nava
Designers:
Johana Jimenez, Self
Project Manager:
Kevin Caldwell
Final design proposed for the returning user, leveraging personalization and tailored content
Module designed to highlight internal marketing campaigns
Module prompting users to discover the insights section of the website
Understanding our audience and their needs
Our first step was to understand who visited BCG.com and what they were looking for. We collaborated with the marketing team through several workshops, crafting user narratives for different types of visitors. These narratives helped us determine the key content that should be highlighted on the homepage and revealed gaps where new modules could enhance the experience, such as offering more customization for specific users.
Snippet of UX documentation where we mapped out the different user types and their goals
Improving legibility and scannability
With a clear grasp of business goals and user needs, we reviewed the existing homepage modules. We focused on improving color usage and simplifying the type hierarchy to make the content easier to scan and digest. This new design aimed to make key information more accessible and scannable.
Before and after comparisons showing our proposed improvements to the existing modules
/ deeper look
A critical success metric was increasing account sign-ups. We tested different approaches and implemented a bookmarking feature. This feature allowed users to save articles, prompting new users to sign up to access the feature. As a result, account sign-ups increased by 40%.
Proposed bookmarking interaction that increase account sign ups by 40%
Introducing new modules to drive site exploration
One of the main goals of the homepage was to encourage users to explore other areas of the website. We introduced a new module that showcased BCG's practice areas in one view, allowing users to easily navigate and dive deeper into insights related to their interests. This module significantly increased engagement with BCG’s various expertise areas.
Insights module that allows users to view tailored content, driving deeper exploration into other sections of the website.
Challenges & Improvements
Redesign only one page
The main challenge was redesigning only the homepage while maintaining cohesion with the rest of the site. This required introducing new design elements while preserving consistency with BCG’s broader visual identity.
Merging new and old
To address this challenge, we closely studied the design of the rest of the website, identifying specific qualities such as color schemes, typography, and imagery. We incorporated these elements into the new homepage design while adding subtle gradients and refined tweaks to modernize the look and feel. This approach allowed us to create a fresh yet cohesive homepage that aligned with the broader site.
Optimizing for Future Flexibility
To ensure long-term scalability, we created a flexible system of modules that consisted of multiple variants for high-priority modules. We provided detailed documentation in Figma, outlining how the modules could be reused and adapted for future updates, empowering the marketing and development teams to make consistent changes.
Documentation for engineers and marketers detailing the new module strategy and how to best use it
Example of UI variants we provided for each module
Overview of Figma handoff documentation given to engineers
Outcomes
Decrease in the page's bounce rate
Increase in new account sign ups
New phases of work engaged after the completion of this work
