1. Website Home:

Our team transformed a content-heavy old homepage into an intuitive, engaging experience that serves both business goals and user needs.

balancing business requirements with user needs, creating intuitive experiences from complex information structures.

Challenge:

The original homepage suffered from information overload and unclear hierarchy, leading to high bounce rates and limited engagement beyond headline articles.

Methods:

User interviews/researches, data mapping.

Solution:

• Streamlined information architecture with clear categorisation;

• Modular card-based system for visual consistency;

• Improved typographic hierarchy;

• Strategic whitespace to reduce cognitive load;

• Personalised content recommendations;

2. Product pages UI:

redesign of Sifted's product (view) pages - for example, the Talk page, focused on improving the event discovery and registration experience.

Challenge:

The original pages lacked a clear value proposition and had a friction-filled conversion path between discovering events and completing registration.

Methods:

I mapped user journeys to identify pain points and conducted competitor analysis to discover opportunities for improvement.

Solution:

> Event cards with clear visual hierarchy highlighting key information;
> Consistent content structure for easy comparison;
> Strategically placed CTAs guiding users through the decision process;
> Refined filtering system for interest-based event discovery;
> Responsive design for cross-device consistency;