Ivykiss Operable Platform

Redesigning a B2B ecommerce homepage into a measurable, scalable system
that enables faster operations, clearer communication, and continuous experimentation.
Year2026

DisciplinesInteraction Design
Design Systems
Content Strategy
Design Operations
Preview

    Business Impact

    01

    Total Banner Engagement

    13.2%

    Increase in total homepage banner clicks after the redesign.2,431 clicks during the comparison period


    02

    Hero Banner Engagement

    15.1%

    Increase in hero banner clicks following the new homepage launch.


    03

    Secondary Banner Engagement

    8.4%

    Increase in clicks across the secondary promotional banner area.

      Why This Project Exists?

      The Homepage Was Underutilized

      Without a better operational structure, the homepage would continue to function as a collection of static banners rather than a business tool.

      Before the redesign87 click events / 866 avg. daily users

      ≈10

      Clicks per 100 daily users

      The homepage attracted consistent traffic, but only a small share of that traffic translated into hero-banner interaction.

      87 hero-banner click events compared with 866 average daily users. Directional baseline—not unique-user CTR.

      The Existing Homepage

      Unclear Information Hierarchy

      Promotions, product content, and operational notices competed for attention without a clear order of importance.

      Limited Operational Flexibility

      Small copy, price, or campaign updates often required designers to reopen, revise, export, and upload new assets.

      Limited Performance Visibility

      Sections and banner positions weren't measured individually, making it difficult to understand what actually drove engagement.

      Repeated Production Across Formats

      The same campaign had to be recreated for different devices, banner ratios, placements, and image or live-text formats.

      Our Approach

      Measure Everything

      Instead of treating the homepage as a single promotional surface, each section and banner needed to be measured individually. This would allow the team to understand which content, formats, and placements generated the strongest engagement.

      Hypothesis

      If the homepage became editable, measurable, and component-based, teams could operate campaigns faster and continuously optimize performance.
      MeasurableTrack each blockEditableUpdate independentlyReusableRebuild less

          How might we create a homepage that is easier to operate, 
          easier to measure, and easier to improve over time?



            Success Metrics

            Measure Promotion Performance

            Track how individual promotions and banner placements perform instead of measuring the homepage as one surface.

            Compare Content Performance

            Compare content types, formats, and placements to identify which combinations generate stronger engagement.

            Reduce Design Asset Dependency

            Enable routine campaign updates without requiring designers to recreate and export a new image asset for every change.

            Exploration

            A New Homepage Framework

            The redesigned information architecture separated promotional content, collections, operational notices, 
            and product discovery into distinct sections. Each section was given a clearer purpose within the overall homepage journey.


            Building Reusable Homepage Components

            The new homepage was built with reusable,
            editable modules rather than one-off static layouts.
            This allowed campaigns to change while maintaining
            a consistent structure, visual hierarchy, and measurement framework.

            Position-based Tracking

            Each banner position was assigned an A–E tracking tag, enabling the team
            to measure performance by placement instead of
            treating multiple banners as a single promotional unit.

            The redesigned homepage launched with reusable content modules and expanded GA4 event tracking. This allowed the team to evaluate banner engagement, compare placements, and use performance data to guide future updates.


            Reflection

            Content mattered more than placement.

            The redesigned homepage introduced a six-slot banner hierarchy (A–F), creating clear differences in visual prominence and allowing multiple campaigns to be displayed simultaneously. Despite these structural changes, engagement remained consistently higher for banners promoting best sellers, sales, and limited-time collections. This suggested that campaign relevance had a greater influence on engagement than banner placement alone.

            Creative formats became operational.

            Previously, every homepage update required a new banner asset. The redesigned content system allowed copy, CTA labels, and media formats to be edited independently in Odoo, making it possible to compare static images, motion creatives, and messaging variations through ongoing A/B testing instead of one-off design updates.

            Structured content opened the door to connected workflows.

            Instead of building every banner as a standalone design file, campaign information was separated into reusable content fields. This created a foundation for connecting internal product data, Odoo content management, sales sheets, and future AI-assisted creative generation into a single publishing workflow.

            The design system expanded beyond UI components.

            The project extended beyond reusable UI by defining operational rules for homepage production, including banner ratios, text hierarchy, content constraints, and reusable documentation. These guidelines made new campaigns easier to produce consistently while establishing a scalable foundation for future design operations.