Redesigning Walts TV's homepage
ux, UI
role
UX/UI design
tools
Adobe XD, Adobe Illustrator
client
Walts TV
industries
B2C, Retail, E-commerce, Tech
date
May 2021
overview
Walts TV is a consumer electronics and home appliances retailer based in Tempe, Arizona. In addition to offering nationwide online sales, they provide installation services and support for home automation and theater systems.
Their homepage didn’t effectively communicate the breadth of their offerings or guide users to key actions. I was brought in to redesign it with a focus on clarity, trust, and usability.
problem
The original homepage lacked a clear visual hierarchy and didn’t reflect Walts TV's professionalism or product range. Key services were buried, the layout felt outdated, and users weren’t being guided toward meaningful next steps—like exploring categories or getting help.
goals
* Highlight core services and offerings up front
Improve layout clarity and hierarchy
Encourage action (shop, explore, or request help)
Create a more modern, trustworthy aesthetic
my approach
1. UX Strategy & Research
I began by evaluating Walts TV’s existing homepage alongside competitor sites and e-commerce best practices. I noted friction points in content visibility and navigation, then defined user goals based on likely personas (e.g., online shoppers, local customers seeking installation, tech-savvy DIYers). This guided both content hierarchy and layout decisions.
I began by evaluating Walts TV’s existing homepage alongside competitor sites and e-commerce best practices. I noted friction points in content visibility and navigation, then defined user goals based on likely personas (e.g., online shoppers, local customers seeking installation, tech-savvy DIYers). This guided both content hierarchy and layout decisions.
2. Wireframing & Content Structure
I created wireframes to organize content into high-impact, scannable sections: featured categories, current promotions, services, and support options. Each section had a clear purpose and CTA.
I created wireframes to organize content into high-impact, scannable sections: featured categories, current promotions, services, and support options. Each section had a clear purpose and CTA.
3. UI Design
With the layout in place, I designed a clean, trustworthy interface using a neutral palette, structured typography, and prominent action buttons. I aligned the visual tone with Walts’ brand—professional yet accessible.
With the layout in place, I designed a clean, trustworthy interface using a neutral palette, structured typography, and prominent action buttons. I aligned the visual tone with Walts’ brand—professional yet accessible.
4. Responsiveness
Designed with a mobile-first approach and tested across breakpoints to ensure a seamless experience on all devices.
Designed with a mobile-first approach and tested across breakpoints to ensure a seamless experience on all devices.
process & sketches
I began this process by exploring and drawing inspiration from the designs of Walts TV's competitors and other large e-commerce sites, such as Newegg, BestBuy, and Target. Meanwhile, I also took the time to make sure I was caught up on the latest UX and UI research on best homepage design practices articles online.
During this process, I noted the unique features of each site, which elements immediately caught my attention, and which actions were confusing and non-intuitive to the user.
This allowed me to brainstorm design concepts as well as refine the requirements of the homepage design; what to focus on, and what to avoid.
Once the requirements were set by the stakeholders and my research was complete, I started the ideation process by creating some low-fi sketches in my notebook. I also made sure to keep notes on the same page of specific elements that the stakeholders asked for, such as: social proofing, specials, and a banner carousel.
iterations
After deciding on a general layout and sketching out some ideas, I moved into digital iterations of my design. As you can see below, I experimented with different placement, and different ways of displaying the information and Walts TV's offerings dynamically.
outcome
The redesigned homepage now presents Walts TV as a modern, reliable retailer with a focus on ease of shopping. It is now clearer, more engaging, and better aligned with user behavior and expectations. Since launch, the new design has received positive feedback for its improved structure, visual clarity, and overall user experience.
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