n11 — Homepage & Discovery Experience Redesign
Overview
Role: Lead Product Designer
Scope: Mobile & Web
Team: Product, Engineering, Data, Marketing
Overview
The n11 homepage is a critical entry point for millions of users, yet it struggled with discoverability, personalization, and clarity. Users faced cognitive overload and generic content that failed to adapt to different needs—particularly for new users.
My Role
As the Lead Product Designer, I owned the UX strategy end to end. I defined the problem space, led design decisions, aligned stakeholders through data, and worked closely with cross-functional teams to deliver scalable and testable solutions.
The Challenge
Users didn’t know where to start on the homepage
Navigation and content hierarchy caused friction
Generic modules failed to address different user intents
New users lacked guidance and relevance early in the journey
Old n11 Mobile and Desktop Design
Key Insights
Clear hierarchy matters more than content volume
Personalization must be contextual and intention-based
Reducing cognitive load directly improves engagement
Solution
Rebuilt the homepage hierarchy for clarity and scannability
Introduced intent-based and personalized content modules
Simplified navigation and module behavior
Iterated solutions through testing and data-driven refinement.
Impact
Homepage became one of the strongest drivers of discovery and engagement.
Key Learnings
Detailed process
Personalization only works when paired with strong information architecture
Data-informed decisions speed up alignment and reduce subjectivity
Senior design is about prioritization and measurable impact, not more features.
Detailed process
Detailed process
N11 Home Page
Revamp
Overview
Role: Lead Product Designer
Scope: Mobile & Web
Team: Product, Engineering, Data, Marketing
Overview
The n11 homepage is a critical entry point for millions of users, yet it struggled with discoverability, personalization, and clarity. Users faced cognitive overload and generic content that failed to adapt to different needs—particularly for new users.
My Role
As the Lead Product Designer, I owned the UX strategy end to end. I defined the problem space, led design decisions, aligned stakeholders through data, and worked closely with cross-functional teams to deliver scalable and testable solutions.
The Challenge
Users didn’t know where to start on the homepage
Navigation and content hierarchy caused friction
Generic modules failed to address different user intents
New users lacked guidance and relevance early in the journey
Old n11 Mobile and Desktop Design
Key Insights
Clear hierarchy matters more than content volume
Personalization must be contextual and intention-based
Reducing cognitive load directly improves engagement
Solution
Rebuilt the homepage hierarchy for clarity and scannability
Introduced intent-based and personalized content modules
Simplified navigation and module behavior
Iterated solutions through testing and data-driven refinement.
Impact
Homepage became one of the strongest drivers of discovery and engagement.
Key Learnings
Detailed process
Personalization only works when paired with strong information architecture
Data-informed decisions speed up alignment and reduce subjectivity
Senior design is about prioritization and measurable impact, not more features.
Detailed process
Detailed process