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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.

+29%

Product page traffic post-launch

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. 125 user tests across 5 countries. A/B testing across regions. One consistent tension: lifestyle storytelling vs. direct e-commerce conversion, across wildly different markets.

The Solution

A modular homepage template system. Pre-designed blocks regional teams can configure — without design expertise. India MVP launched July 2025. Product page traffic up 29% in week one.

Role

UX Designer

Scope

Led end-to-end UX
from stakeholder & user interviews through wireframing, usability testing, and MVP launch

Team

3 designers,
21 stakeholders
across the globe

3 designers,
21 global stakeholders across brand,
e-commerce, marketing, & CX

Timeline

Jan '25 - October '25

View Live

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.

The search bar was the most-used feature on the page. In every region. Every market.

Engagement rate doesn't tell you what users did on the page. Section-level data does. And section-level data had never been pulled.

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.

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.

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

US Homepage

dsfasdf

India Homepage

inconsistent with every other market

Brazil Homepage

Five product shelves.
No hierarchy.

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

India Homepage

Highest-performing region but still inconsistent with every other market

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

India Homepage

Highest-performing region but still inconsistent with every other market

UK Homepage

Product banners with no CTAs. Users arrived, see product pages, but had nowhere to go.

The Research

The homepage wasn't broken.
It was invisible.

One-step at a time

The homepage had three problems. None of them were visible from the top-level dashboard. All of them were costing the business quietly, consistently, across every market.

The goal was to understand not just what was broken — but why it had stayed broken for so long.

01 | CONTENT AUDIT

Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.

02 | COMPETITOR ANALYSIS

Benchmarked Apple, Samsung, and others to understand what premium restraint actually looks like in practice.

03 | USER JOURNEY MAPPING

Traced every path from homepage arrival to product page across NA, IN, and BR to identify where the journey broke down.

04 | STAKEHOLDER INTERVIEWS

21 interviews across 6 markets to surface competing priorities — and understand what each region needed the homepage to do.

06 | USER TESTING — ROUND 1

Moderated sessions across 5 markets. Uncovered how users navigated, what frustrated them, and what they expected to find.

07 | USER TESTING — ROUND 2

125 unmoderated participants across BR, IN, NA, UK, and ROW. Validated that the patterns weren't regional — they were systemic.

08 | A/B TESTING

Tested dark vs. light theme to resolve the most contested stakeholder assumption with evidence, not opinion.

01 | CONTENT AUDIT

Mapped section-level behaviour across four regions to find where users dropped off, disengaged, and abandoned.

02 | COMPETITOR ANALYSIS

Benchmarked Apple, Samsung, and others to understand what premium restraint actually looks like in practice.

03 | USER JOURNEY MAPPING

Traced every path from homepage arrival to product page across NA, IN, and BR to identify where the journey broke down.

04 | STAKEHOLDER INTERVIEWS

21 interviews across 6 markets to surface competing priorities — and understand what each region needed the homepage to do.

06 | USER TESTING — ROUND 1

Moderated sessions across 5 markets. Uncovered how users navigated, what frustrated them, and what they expected to find.

07 | USER TESTING — ROUND 2

125 unmoderated participants across BR, IN, NA, UK, and ROW. Validated that the patterns weren't regional — they were systemic.

08 | A/B TESTING

Tested dark vs. light theme to resolve the most contested stakeholder assumption with evidence, not opinion.

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.
All of them were costing the business quietly, consistently, across every market.

Finding #1

Users looked. Then left.

The page was losing users before they reached anything worth clicking.

  • The page wasn't failing to engage people. It was failing to move them past the fold.

  • Oversized hero imagery, model as subject not product, no CTA to create direction, the top of the page was absorbing attention without channelling it anywhere.

Finding #2

High Engagement.Broken Journey.

High scroll depth wasn't discovery. It was hunting

  • The page had no consistent thread pulling users forward.

  • Each section was an island. Users who were motivated enough to hunt through the whole page were still losing momentum because nothing was handing them off to the next step.

Finding #3

One brand. Different worlds.

A single solution was not going to work for every market.

  • The markets with the most refined, minimal execution performed worst on conversion. The markets with the most cluttered, transactional layouts performed best.

  • A sleek unified homepage wouldn't solve fragmentation — it would trade it for a relevance problem.

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 gave us problems.
These gave us direction.

Premium perception, global consistency, regional relevance — three tensions the redesign had to resolve simultaneously.
Premium Presence

Clean layouts, refined typography, premium imagery, ensure that the page communicates Motorola as an aspirational lifestyle brand, not budget hardware, a refresh while keeping the nostalgia.

Clean layouts, refined typography, premium imagery, ensure that the page communicates Motorola as an aspirational lifestyle brand, not budget hardware, a refresh while keeping the nostalgia.

Global Unity

One cohesive system across all markets, with flexible customization slots for regional needs.

One cohesive system across all markets, with flexible customization slots for regional needs.

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.

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.

Regional teams would configure their homepage by choosing components at each step — three pre-designed alternatives per slot.

Flexibility within guardrails to ensure global coherence without centralisation. The logic was sound, moved forward with it.

What we tried
What
we tried
THE WRONG SOLUTION

The too for unification would have before the tool for diversification

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.

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.

How we pivoted
What we
got wrong