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
Timeline
Jan '25 - Oct '25
The Problem
Users weren't browsing Motorola's homepage. They were escaping it.
6%
EU hero banner interactions
7%
NA hero banner interaction
65% leave the page
users went straight to search
The homepage had three problems. None of them were visible from the top-level dashboard.
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.
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.
The homepage wasn't broken.
It was invisible.
I co-led a research programme across 5 major countries where Motorola devices are marketted. Each step answered a different question about why the homepage was quietly failing.
The research gave us problems.
Design principles gave us direction.
Three tensions kept surfacing across every market, every interview, every test. Instead of resolving them as trade-offs, we turned them into design principles.
Premium Presence
My Findings
These weren’t arbitrary principles. I pulled them from research insights.
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
The insight wasn't that regional teams needed fewer choices. Choice without capability isn't flexibility. It's just a more complicated way to go wrong.
The Solution
Impact & Learnings
What this project changed for me
Designing for builders, not just users
The homepage actually has two audiences - the people who use it and the teams who assemble it. The Builder Kit failed because it only worked for users, not for builders. Future systems work now start with both in mind.
Data before new research
The most important insight came from section‑level analytics that already existed but hadn’t been read. Before commissioning new studies, it’s worth asking, “What are we ignoring in the data we already have?”
Hypotheses that are allowed to fail
The first solution wasn’t “wrong” so much as an unproven hypothesis. Running it far enough to understand why it failed gave us a much sharper second solution than if we’d played it safe from the start.