One global brand.
Countless fragmented homepages.
Turning Motorola's disconnected regional homepages into one unified, scalable design system — and increasing product page traffic by 29% in the first week after launch.
+85%
Users scrolling past the fold — UK
+29%
Product page visits — India, week 1
90%
Engagement rate post-launch
4
Unified templates shipped globally
One global brand.
Countless fragmented homepages.
Turning Motorola's disconnected regional homepages into one unified, scalable design system — and increasing product page traffic by 29% in the first week after launch.
+85%
Users scrolling past the fold — UK
+29%
Product page visits — India, week 1
90%
Engagement rate post-launch
4
Unified templates shipped globally
One global brand.
Countless fragmented homepages.
Turning Motorola's disconnected regional homepages into one unified, scalable design system — and increasing product page traffic by 29% in the first week after launch.
+85%
Users scrolling past the fold — UK
+29%
Product page visits — India, week 1
90%
Engagement rate post-launch
4
Unified templates shipped globally
One global brand.
Countless fragmented homepages.
Turning Motorola's disconnected regional homepages into one unified, scalable design system — and increasing product page traffic by 29% in the first week after launch.
+85%
Users scrolling past the fold — UK
+29%
Product page visits — India, week 1
90%
Engagement rate post-launch
4
Unified templates shipped globally
TL;DR
The Problem
Motorola's global homepage had no unified system. Every region operated independently. The brand was being undermined by its own front door.
The Research
21 stakeholder interviews across 6 markets. 200+ user tests across 5 countries. A/B testing across 4 regions. One consistent tension: lifestyle storytelling vs. direct e-commerce conversion and it differed by market.
The Solution
A modular homepage template system. Pre-designed blocks regional teams can configure without design expertise.
My Role
Co-led research, strategy & design end-to-end
Team
3 designers,
21 stakeholders
across the globe
3 designers,
21 global stakeholders across brand,
e-commerce, marketing, & CX
Timeline
Jan '25 - October '25
The Problem
Users weren't browsing Motorola's homepage. They were escaping it.
Nobody caught it because the headline number looked fine.
72–90% engagement rate across all regions.
But engagement rate is the inverse of bounce rate. It tells you people stayed. It doesn’t tell you what they did while they were there.
When I pulled section-level data, data that had never been extracted before, a different story emerged.
Nobody caught it because the headline number looked fine.
72–90% engagement rate across all regions.
But engagement rate is the inverse of bounce rate. It tells you people stayed. It doesn’t tell you what they did while they were there.
When I pulled section-level data, data that had never been extracted before, a different story emerged.
Nobody caught it because the headline number looked fine.
72–90% engagement rate across all regions.
But engagement rate is the inverse of bounce rate. It tells you people stayed. It doesn’t tell you what they did while they were there.
When I pulled section-level data, data that had never been extracted before, a different story emerged.
6%
EU hero banner interactions
7%
NA hero banner interaction
65% leave the page
users went straight to search
My Findings
What struck me wasn't that the regions looked different, it was that every team had a good reason for every decision they'd made.
The fragmentation wasn't negligence. It was what happens when capable people work without a shared system. The solution had to be structural.
My Findings
What struck me wasn't that the regions looked different, it was that every team had a good reason for every decision they'd made.
The fragmentation wasn't negligence. It was what happens when capable people work without a shared system. The solution had to be structural.
My Findings
What struck me wasn't that the regions looked different, it was that every team had a good reason for every decision they'd made.
The fragmentation wasn't negligence. It was what happens when capable people work without a shared system. The solution had to be structural.
Standard Template
Everyday balance of brand + product. Default state for most of the year.
Launch Template
One hero story.
Everything else steps back for a new release.
Promo Template
Offer and price led layout for high‑intent periods and markets.
Brand Homepage
Lifestyle‑first storytelling when the message matters more than the sale.
Standard Template
Everyday balance of brand + product. Default state for most of the year.
Launch Template
One hero story. Everything else steps back for a new release.
Launch Homepage
Offer and price led layout for high‑intent periods and markets.
Brand Template
Lifestyle‑first storytelling when the message matters more than the sale.
Standard Template
Everyday balance of brand + product. Default state for most of the year.
Launch Template
One hero story. Everything else steps back for a new release.
Launch Homepage
Offer and price led layout for high‑intent periods and markets.
Brand Template
Lifestyle‑first storytelling when the message matters more than the sale.
Analysis
The homepage wasn't broken.
It was invisible.
The homepage wasn't broken. It was invisible.
The homepage had three problems. None of them were visible from the top-level dashboard.
Finding #1
Users looked.
Then left.
Page was losing users before they reached anything worth clicking.
See More
Finding #1
Users looked.
Then left.
Page was losing users before they reached anything worth clicking.
See More
Finding #2
High Engagement.
Broken Journey.
High scroll depth wasn't discovery. It was hunting
See More
Finding #2
High Engagement.
Broken Journey.
High scroll depth wasn't discovery. It was hunting
See More
Finding #3
One Brand.
Different Worlds.
A single solution was not going to work for every market.
See More
Finding #3
One Brand.
Different Worlds.
A single solution was not going to work for every market.
See More
Finding #1
Users looked.
Then left.
Page was losing users before they reached anything worth clicking.
See More
Finding #3
One Brand.
Different Worlds.
A single solution was not going to work for every market.
See More
Finding #2
High Engagement.
Broken Journey.
High scroll depth wasn't discovery. It was hunting
See More
Problem Statement
What the page needed wasn't a visual refresh but a defined user flow, one with enough structural rigidity to guide every market toward a decision, and enough modularity to let each region speak to how their users actually behave.
My Findings
The page had no information hierarchy — every section competed at equal weight, so users had no signal about where to look or what to do next. Without hierarchy there's no flow.
The regional data made it more complex. Interaction patterns in India and Brazil told a completely different story to NA and UK. A single interaction model couldn't serve all of them.
My Findings
The page had no information hierarchy — every section competed at equal weight, so users had no signal about where to look or what to do next. Without hierarchy there's no flow.
The regional data made it more complex. Interaction patterns in India and Brazil told a completely different story to NA and UK. A single interaction model couldn't serve all of them.
The Research
The homepage wasn't broken.
It was invisible.
One-step at a time
To find them, I co-led a research programme spanning 8 methods across 5 countries not as a checklist, but as a chain of questions. Each answer opened the next one.
The goal was to understand not just what was broken — but why it had stayed broken for so long.
01 | UNDERSTANDING THE CURRENT STATE
Mapped section-level behaviour across regions revealed that the most expensive real estate on the page, the banners were getting 6–7% interaction in NA and EU. The search bar in EU was getting 65%. Users weren’t using the homepage, they escaping through the nearest exit.
02 | COMPETITOR ANALYSIS
Benchmarked 6 competitors revealed that they surfaced latest products and clear “next steps” within the first scroll, with tile grids and concise headlines doing the heavy lifting instead of brand carousels. Where as the present homepage was treated as a billboard, not a decision surface.
03 | STAKEHOLDER INTERVIEWS
Interviewed eCommerce leads, campaign managers, regional specialists, and global brand and digital directors revealed that the fragmentation wasn’t negligence, every regional team had made rational choices suited to their market. An unresolved tension surfaced: battle between lifestyle storytelling and direct e‑commerce conversion.
04 | USER TESTING (2 ROUNDS)
200+ moderated + unmoderated tests across BR, IN, NA, UK and ROW confirmed the pattern: people weren’t asking for more content, they were asking for less noise. With every section carrying equal weight, there was no hierarchy, no flow, and no obvious “next move” once they landed.
05 | A/B TESTING
A/B experiments on multiple design directions, tested variations of the new structure, then iterated on the versions that performed consistently well across markets. In parallel, dark vs. light theme was tested to understand not just what people preferred, but what made them more likely to continue their journey.
Content Audit
Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.
Content Audit
Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.
Content Audit
Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.
Content Audit
Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.
Content Audit
Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.
The research gave us problems.
These gave us direction.
Three tensions kept surfacing across every market, every interview, every test. Instead of resolving them as trade-offs, they were turned into design principles.
Premium Presence
Clean layouts, refined typography, premium imagery, ensure that it relays Motorola as an aspirational lifestyle brand, not budget hardware. A refresh that honours the legacy while pushing it forward.
Clean layouts, refined typography, premium imagery, ensure that it relays Motorola as an aspirational lifestyle brand, not budget hardware. A refresh that honours the legacy while pushing it forward.
Global Unity
One cohesive system across all markets, with flexible customization slots for regional needs. The same design language, everywhere — so the brand stops undermining itself.
One cohesive system across all markets, with flexible customization slots for regional needs. The same design language, everywhere — so the brand stops undermining itself.
Regional Adaptability
E-commerce powerhouses like India/Brazil get conversion-focused layouts. Brand markets like US and EMEA get lifestyle storytelling. Same system, right emphasis per region.
E-commerce powerhouses like India/Brazil get conversion-focused layouts. Brand markets like US and EMEA get lifestyle storytelling. Same system, right emphasis per region.
My Findings
These weren’t arbitrary principles.
Premium Presence came from what users said felt missing.
Global Unity came from what the data made impossible to ignore different regions with different brand identity, all for same company
Regional Adaptability came from the hardest research finding: a single template couldn’t serve diverse markets.
My Findings
These weren’t arbitrary principles.
Premium Presence came from what users said felt missing.
Global Unity came from what the data made impossible to ignore different regions with different brand identity, all for same company
Regional Adaptability came from the hardest research finding: a single template couldn’t serve diverse markets.
My Findings
These weren’t arbitrary principles.
Premium Presence came from what users said felt missing.
Global Unity came from what the data made impossible to ignore different regions with different brand identity, all for same company
Regional Adaptability came from the hardest research finding: a single template couldn’t serve diverse markets.
The Solution
THE WRONG SOLUTION
We designed the wrong solution first.
Here's what we learned from it.
The first direction was a step-based kit.
We called it the Builder Kit, a step-based system where regional teams could configure their homepage by choosing from pre-designed components at each slot. Three visual alternatives per section.
Flexibility within guardrails to ensure global coherence without centralisation. The logic was sound, moved forward with it.
The first direction was a step-based kit.
We called it the Builder Kit, a step-based system where regional teams could configure their homepage by choosing from pre-designed components at each slot. Three visual alternatives per section.
Flexibility within guardrails to ensure global coherence without centralisation. The logic was sound, moved forward with it.
A perfect solution on the surface
THE PIVOT
The tool for unification would have become
the tool for fragmentation.
It assumed regional teams had the design judgment to choose between three visual alternatives and make the right call.
Most don't have a designer working locally. They're eCommerce leads, campaign managers, regional specialists — skilled at their jobs, not at visual decision-making.
Giving them three options per slot created a new layer of decisions they weren't equipped to make.
Without that judgment, they'd make the choices anyway, which would result in the fragmentation we started with.
It assumed regional teams had the design judgment to choose between three visual alternatives and make the right call.
Most don't have a designer working locally. They're eCommerce leads, campaign managers, regional specialists — skilled at their jobs, not at visual decision-making.
Giving them three options per slot didn't simplify the process. It created a new layer of decisions they weren't equipped to make.
Without that judgment, they'd make the choices anyway. And the result would be exactly the fragmentation we started with — now built into the system itself.
It assumed regional teams had the design judgment to choose between three visual alternatives and make the right call.
Most don't have a designer working locally. They're eCommerce leads, campaign managers, regional specialists — skilled at their jobs, not at visual decision-making.
Giving them three options per slot didn't simplify the process. It created a new layer of decisions they weren't equipped to make.
Without that judgment, they'd make the choices anyway. And the result would be exactly the fragmentation we started with — now built into the system itself.
Now we had to pivot and reconsider
My Findings
The insight wasn't that regional teams needed fewer choices. It was that they needed better defaults. Choice without capability isn't flexibility. It's just a more complicated way to go wrong.
My Findings
The insight wasn't that regional teams needed fewer choices. It was that they needed better defaults. Choice without capability isn't flexibility. It's just a more complicated way to go wrong.
Standard Template
Everyday balance of brand + product. Default state for most of the year.
Launch Template
One hero story.
Everything else steps back for a new release.
Promo Template
Offer and price led layout for high‑intent periods and markets.
Brand Homepage
Lifestyle‑first storytelling when the message matters more than the sale.
Standard Template
Everyday balance of brand + product. Default state for most of the year.
Launch Template
One hero story. Everything else steps back for a new release.
Launch Homepage
Offer and price led layout for high‑intent periods and markets.
Brand Template
Lifestyle‑first storytelling when the message matters more than the sale.
Standard Template
Everyday balance of brand + product. Default state for most of the year.