Elevate Outdoor Collective manages 12 distinct outdoor brands through one shared commerce platform. I redesigned its homepage framework so each brand could tell a different story while giving shoppers clearer paths into products and categories.
Across 12 brands, one fixed homepage structure carried every story. It leaned too heavily on the hero, then stacked lower-priority content in the same order.
The page was consistent, but it was too static and linear. It did not give shoppers enough direction after the first story.
I grouped existing homepage modules into tiers based on emphasis and purpose. Each tier defined which modules should lead, support, or guide shoppers into products and categories.
Teams could rearrange or repeat modules to fit each brand's shopper, story, and business goal while staying inside the shared CMS. I led the work from behavioral research and system strategy through design, handoff, and implementation QA.
We knew engagement dropped below the fold. Were shoppers finished, or was the fixed structure failing to give them a clear reason to continue?
I mapped the fixed homepage structure and reviewed heatmaps across all 12 brands. K2 Skates became the representative view for how shoppers moved from the homepage into products and categories.
Current structure analysis
I reviewed how each module drew attention, supported interaction, enabled shopping, and carried a story. The library already had enough range.
I grouped modules by role and emphasis, then tested an initial system for how they could work together across a page.
Available modules
I defined four roles: Lead, Support, Bridge / Discover, and Brand / Utility. Each one described a module's emphasis and job in the shopper journey.
Tier described how much emphasis a module could carry and the role it played. It did not prescribe where the module had to appear.
Tier system
I paired the module library with brand direction, composition models, and CMS requirements so teams understood what to use and why.
Designers could start with the shopper, story, and business goal instead of copying one homepage structure.
One system had to support 12 different shoppers, stories, and business needs. Open a brand to see how the shared framework changed by context.
I translated the tier system into six shopping models for different shopper intents, brand needs, and campaign goals.
The flexible system shipped across all 12 brands. After launch, below-fold interaction increased 23.3%, showing that clearer hierarchy helped shoppers continue beyond the hero.
The framework remained in active use for more than a year and gave UX, digital design, product, and development a shared language for adapting homepage composition to different brand and shopping goals.
Portfolio brands shipped
Increase in below-fold interaction
Teams impacted
Engineering, design, UX, and product
Of active adoption
