Each countries website follows the same design despite been localised into the local language. The decision was then taken to redesign the China homepage to reflect how different a market China was to everywhere else. Brand guidelines were relaxed to allow for a more colourful eye catching design much more in keeping with the Chinese market where bold colours and lots of content in long scrollable pages are common place. I designed the page to an agreed wireframe using research into Chinese user habits and then built the page as well. The design was initially A/B tested against the standard design where after a couple of months the new design was showing significant uplift in relation to revenue per visit. The decision was then taken to make the homepage redesign available to 100% of visitors and to use to full time.
CN Homepage Redesign
February 17, 2020
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