Homepage Growth Sandbox
As Creative Director, I led the redesign of Lightspeed’s homepage, transforming it from a static brand page into a modular, test-driven growth engine. The existing experience lacked clarity, felt outdated, and limited our ability to experiment. I repositioned the homepage as a growth sandbox, focused on improving messaging, increasing engagement through motion, and enabling faster iteration through scalable components.
Web Design
Homepage Growth Sandbox
I led the end-to-end design, from wireframes and content direction to component systems and motion integration, working closely with Growth, Web Dev, and Content. Our approach was grounded in data, combining performance insights, A/B testing learnings, and UserTesting research.
The first A/B test delivered strong results:
+21.20% CTA clicks
+10.45% BOFU form submissions
+2,000% secondary CTA engagement
+4.75% total form submissions
Beyond performance gains, we established a flexible foundation for continuous experimentation, setting up Phase 2 and future personalisation initiatives.
