Thanks to the plethora of methods we used there was plenty of feedback about the homepage and, since we included people from every discipline and department, we were able to uncover areas of improvement from the back-office to the front-end and business needs. Quantitative information was harder to get, due to the problems in the recovery of data from Google Analytics. That, however, gave us a very clear goal for the new homepage: start collecting every pertinent metric from the different modules and components we'd use, and improve the metrics already implemented.

The menu was universally seen as a weak spot in dire need of simplification and visual streamlining. We also recognised that some areas, especially in terms of services and differentiating factors, were underrepresented and could be highlighted in the homepage. The change that was most controversial was related to the carousel at the top of the homepage. The client usually put as many as 6 slides in that carousel, but our data clearly showed us a very stark fall in interactions from the first slide to all others. That discrepancy couldn't solely be atributed to the different positions or content pertinence, since the slides changed automatically and the metrics were measured over a year spanning multiple contents. Our first proposal was to have one single slide but, instead of having generalist content, it would have content customised for each specific user, their current position in the customer journey and their likes and needs. However, due to pressure from the client we ended up compromising by having a carousel with up to 3 slides. In the future, as we prove the power of personalised content to our client and the increased engagement that it brings, we hope to revert to our 1-slide proposal.

After the conclusions of the first phase and our homepage proposal, we started to do quick cycles of UX-UI-Dev-QA for each module. Due to having a very strong foundation and heaps of information thanks to our thorough first phase, these cycles were extremely fast to envision and develop. The only part of the second phase that took longer was the IA, which was something we had to improve but didn't focus in the first phase. That cycle took about 5 weeks of 1 UXer full-time, and required more research work and interviews to make a solid proposal that both simplified the current IA for the users and was in line with the client's expectations.

The first phase was tackled by a lead UX designer and myself, and took us both a bit less than 5 weeks of mostly full-time work from start to finish. The second phase's cycles were tackled by just one UXer each, and I shared that responsability with another UX designer, both of us supervised by the lead UX designer that contributed to the first phase.