TeePublic Home Page Redesign
TeePublic is a B2C e-commerce print-on-demand marketplace, featuring creator-generated artwork on apparel, accessories, and home goods for customers to purchase.
I led a mobile-first redesign of TeePublic’s Home page, which resulted in an estimated 25% reduction in page bounce rate YoY, and a significant increase in order completion among page visitors.
-
Company
TeePublic
-
Industry
E-Commerce
-
Platform
Website
-
Project
Case Study (2023)
TeePublic’s outdated Home page experience did not communicate the brand well. Key content was hidden from the high percentage of mobile visitors, resulting in missed opportunities for customer engagement.
I was tasked with completing a redesign to meet current business needs (retention) and user needs (content discovery). Pre-work was completed by an agency, and finished by our team. Additionally, the redesign needed to set the stage for an all-new site-wide digital brand identity.
Myself and another designer worked with the Engineering team to implement a new design system, as the redesign used all new branding. This included design tokens for colors, typography, spacing, and reusable UI components.
In addition to design work, I delegated work and provided mentorship to another product designer on this project. I also worked with both Product and Engineering managers to establish staggered release milestones and to create a new QA process.
This version was used from 2013-2017. The layout was not fully responsive, forcing the Marketing team to create extra device-specific imagery.
This new dynamic layout was fully responsive, using one set of imagery, and is managed with a custom CMS.
The redesign included new modules for featuring Best Sellers (based on user behavior), Artists, and Featured Products.
📊 Project Results & Impact
We successfully launched the full customer experience and new design system prior to the holiday season.
This new experience resulted in overall higher engagement and CVR improvements, creating more opportunities to reach and retain customers.
25% reduction in Home page bounce rate YoY in November 2023.
Google Analytics (FY24 Q2)
117% increase in order completion CVR among users who viewed the page during Nov 1 – Dec 31, 2023.
Amplitude (FY24 Q2)
Disclaimer: Some specific project metrics are confidential.
