Enhancing product discovery on the homepage

The Approach

We began by analysing R.M. Williams’s website traffic and user behaviour. With 124k monthly users landing on the homepage and 69% of them being new visitors, we noticed a significant opportunity. Although 74% of users progressed to the product detail pages (PDP) or product listing pages (PLP), the homepage’s lack of clear product category showcases impeded user exploration.





To address this, we developed a user persona named "The Browser." This persona represented users who landed on the site with little knowledge of the brand and sought to explore products confidently. The primary cognitive bias we addressed was choice architecture, aiming to guide users towards discovering R.M. Williams’s product range more easily.





Our strategy was straightforward but by adding components highlighting R.M. Williams's main product categories (footwear, clothing, and accessories), users would be more likely to navigate deeper into the site and discover products of interest.