Redefining HOMER’s Digital Presence for Millions of Families
A full-scale reimagining of the brand’s web experience — aligning story, strategy, and design into a scalable, conversion-driven platform built for growth.
Client
HOMER Learning
Year
2020-2021
Industry
EdTech + Learning Experiences
E-Commerce & Subscription Platforms
Digital Products & Mobile Apps
Team
Product Design
Head of Creative
Product Owner
UX Research
Visual Design
Engineering
Marketing & Content
Overview
As Head of Product Design at HOMER, I led the end-to-end redesign of our marketing site and digital brand experience — a foundational project that brought our visual identity, messaging, and product story into alignment for the next chapter of the company’s growth.
This work required deep collaboration across disciplines — I partnered closely with our Head of Creative to evolve the brand direction, and coordinated tightly with engineering to ensure our new component system was not just visually expressive but performant, scalable, and maintainable.
The result was a cohesive, conversion-focused, and future-ready web experience that now serves as the primary entry point for millions of families discovering HOMER.
Responsibilities
Product Vision + Strategy
Defined the end-to-end design strategy, aligning the site refresh with business goals, user needs, and a major press launch milestone.
Creative Direction Partnership
Collaborated closely with the Head of Creative to evolve HOMER’s visual language and storytelling into a cohesive, modern brand expression.
Design System Architecture
Collaborated closely with the Head of Creative to evolve HOMER’s visual language and storytelling into a cohesive, modern brand expression.
Experience Design + UX
Redesigned site architecture, navigation, and content flows to improve clarity, trust, and conversion across the entire user journey.
Cross-Functional Leadership
Bridged design, engineering, marketing, and product teams to ensure seamless collaboration and on-time delivery under a fixed launch deadline.
Delivery + Execution Oversight
Directed the full design process from concept to launch — ensuring high-quality execution, responsive design, and pixel-perfect implementation.
We reimagined HOMER’s digital presence from the ground up — transforming a fragmented marketing site into a cohesive, story-driven experience built for scale. By aligning brand, product, and messaging under one clear narrative, we created a platform that connects emotionally with parents while guiding them seamlessly from curiosity to conversion. The result is a modern, modular web experience designed to grow with the business and evolve with the needs of millions of families.
This project was a deeply collaborative effort that brought together creative direction, UX strategy, and engineering execution under one unified vision. As Head of Product Design, I partnered closely with the Head of Creative to shape the brand’s visual language, restructured the information architecture for clarity and trust, and guided the build of a scalable component system to support future growth. Every design decision — from content hierarchy to interaction patterns — was made with a dual focus on storytelling and performance, resulting in a web experience that not only reflects HOMER’s mission but also drives measurable business impact.
Homepage
The redesigned homepage was built to quickly communicate HOMER’s value proposition and guide parents into action. We restructured the hero and supporting sections to tell a clear, emotionally resonant story — combining aspirational messaging, product benefits, and social proof in a concise, scrollable narrative. Visual hierarchy and interaction design focused on clarity and trust, while modular components allowed for dynamic content updates and A/B testing. The result was a homepage that not only elevated brand perception but significantly improved user engagement and trial conversion.
Tangible Kit Page
The Tangible Kits page was designed as a bridge between HOMER’s digital learning experience and its physical product offering. We emphasized storytelling and visual context — showcasing how the kits complement the app and extend learning into hands-on, real-world play. The layout balanced product education, age-appropriate guidance, and clear purchasing pathways, while flexible content modules enabled marketing and merchandising teams to easily update offers and seasonal bundles. This page helped deepen user understanding of HOMER’s ecosystem and drove meaningful cross-channel engagement and revenue growth.
Design System
We built a modular, token-based design system that served as the foundation for HOMER’s new digital presence — ensuring visual consistency, scalability, and rapid iteration across pages and campaigns. Each component was designed for flexibility and reusability, with clear states, responsive behavior, and accessibility baked in from the start. The system empowered both design and engineering teams to move faster, launch with confidence, and maintain a cohesive brand experience as the product and content evolved.
