{"id":5194,"date":"2024-12-31T15:36:43","date_gmt":"2024-12-31T15:36:43","guid":{"rendered":"https:\/\/joewhitby.com\/?page_id=5194"},"modified":"2025-01-03T17:24:05","modified_gmt":"2025-01-03T17:24:05","slug":"ee","status":"publish","type":"page","link":"https:\/\/joewhitby.com\/index.php\/ee\/","title":{"rendered":"EE Homepage"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"5194\" class=\"elementor elementor-5194\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c6a703a e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-parent\" data-id=\"5c6a703a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-389109b elementor-widget elementor-widget-spacer\" data-id=\"389109b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16ce5767 elementor-widget elementor-widget-heading\" data-id=\"16ce5767\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Optimising the EE\u2019s Web and App Homepage<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a1280e8 elementor-widget elementor-widget-spacer\" data-id=\"6a1280e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fea375e elementor-widget elementor-widget-heading\" data-id=\"3fea375e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Resigning how customers shop at EE on both Web and App.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2236d42b elementor-widget elementor-widget-spacer\" data-id=\"2236d42b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ea7eb7f elementor-widget elementor-widget-image\" data-id=\"5ea7eb7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2914\" height=\"1845\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99.png\" class=\"attachment-full size-full wp-image-5267\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99.png 2914w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99-300x190.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99-1024x648.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99-768x486.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99-1536x973.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/HOMEPAGE99-2048x1297.png 2048w\" sizes=\"(max-width: 2914px) 100vw, 2914px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a2fe3cd elementor-widget elementor-widget-spacer\" data-id=\"a2fe3cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-76da5305 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"76da5305\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-9361401 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"9361401\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5712f7a elementor-widget elementor-widget-text-editor\" data-id=\"5712f7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>My role<br \/><\/b><\/h3><p><strong>Lead Product Designer<\/strong><\/p><p>UX Design, UI Design, Research, User-Testing, Analysis, Stakeholder Management, Design System<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-62570eb0 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"62570eb0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7980ead1 elementor-widget elementor-widget-text-editor\" data-id=\"7980ead1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>Highlights<br \/><\/b><\/h3><p>Reduced the drop-off rate, and increased page visability and customer engagement. With overwhelming possitive feedback from the business, partners, and customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29eb4b50 elementor-widget elementor-widget-spacer\" data-id=\"29eb4b50\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6fba8567 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"6fba8567\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-59607f60 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"59607f60\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-835e2ed elementor-widget elementor-widget-text-editor\" data-id=\"835e2ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>Backstory<\/b><\/h3><p>As the product design lead for the optimisation squad at EE, I am responsible for reshaping how customers explore and shop via our website and app. Most notably, leading on the UX of our major partner launches (Apple, Samsung and Google), as well as redesigning our key consumer touchpoints including the homepage and shop hubs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5e6645ea e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"5e6645ea\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bdd6b3b elementor-widget elementor-widget-image\" data-id=\"bdd6b3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Old homepage\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTI3NSwidXJsIjoiaHR0cHM6XC9cL2pvZXdoaXRieS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzAxXC9PbGQtSFAucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP-1024x576.png\" class=\"attachment-large size-large wp-image-5275\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP-1024x576.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP-300x169.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP-768x432.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2025\/01\/Old-HP.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1fb545d1 animated-slow elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible\" data-id=\"1fb545d1\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-68114eb9\" data-id=\"68114eb9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10c46b74 elementor-widget elementor-widget-heading\" data-id=\"10c46b74\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The goals<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64353665 elementor-widget elementor-widget-heading\" data-id=\"64353665\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">1.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17e21015 elementor-widget elementor-widget-heading\" data-id=\"17e21015\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Introduce information architecture<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e75f140 elementor-widget elementor-widget-text-editor\" data-id=\"6e75f140\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Create a reusable information architecture, prioritising the consumer\/partner\/business needs in a cohesive way. Displaying relevant content while creating a welcoming entrance to the site for all users, by utilising analytics, research and insights.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fbdff24 elementor-widget elementor-widget-spacer\" data-id=\"1fbdff24\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44da35cc elementor-widget elementor-widget-heading\" data-id=\"44da35cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">2.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fbb611f elementor-widget elementor-widget-heading\" data-id=\"7fbb611f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Increase engagement and customer satisfaction (CSAT scores)<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29ba09a5 elementor-widget elementor-widget-text-editor\" data-id=\"29ba09a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>EE witnessed a significant drop-off rate from customers when landing on the homepage. As well as feedback claiming that the page was confusing, with no clear structure or hierarchy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e63030 elementor-widget elementor-widget-spacer\" data-id=\"8e63030\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7117e9a elementor-widget elementor-widget-heading\" data-id=\"7117e9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">3.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f3ac3b9 elementor-widget elementor-widget-heading\" data-id=\"1f3ac3b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Increase conversions on the site<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c9d544f elementor-widget elementor-widget-text-editor\" data-id=\"4c9d544f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Directing the large volumes of customers to new and existing product categories was a key objective.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-157e8443 elementor-widget elementor-widget-spacer\" data-id=\"157e8443\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd2760a elementor-widget elementor-widget-heading\" data-id=\"bd2760a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">4.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-066d952 elementor-widget elementor-widget-heading\" data-id=\"066d952\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Adaptive visual design to showcase a dynamic range of products and services<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-221498b elementor-widget elementor-widget-text-editor\" data-id=\"221498b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The key EE Shopping pages were very outdated and used old components, with existing issues and limitations. Without accommodating or showcasing EE\u2019s broad portfolio.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-453e2d3 elementor-widget elementor-widget-spacer\" data-id=\"453e2d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-100e795 elementor-widget elementor-widget-heading\" data-id=\"100e795\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">5.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e62db88 elementor-widget elementor-widget-heading\" data-id=\"e62db88\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Accessible design<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90d62ce elementor-widget elementor-widget-text-editor\" data-id=\"90d62ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The existing pages were outdated, and did not meet certain accessibility requirements needed for all users to experience it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-17211e31 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"17211e31\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ab6247 elementor-widget elementor-widget-image\" data-id=\"4ab6247\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Homepage analysis\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTE5OSwidXJsIjoiaHR0cHM6XC9cL2pvZXdoaXRieS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzEyXC9Ib21lcGFnZS1hbmFseXNpcy5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-1024x724.png\" class=\"attachment-large size-large wp-image-5199\" alt=\"Homepage analysis\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-1024x724.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-300x212.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-768x543.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-1536x1085.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-analysis-2048x1447.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d02e152 elementor-widget elementor-widget-image\" data-id=\"d02e152\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Homepage research feedback\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTE5OCwidXJsIjoiaHR0cHM6XC9cL2pvZXdoaXRieS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzEyXC9Ib21lcGFnZS1yZXNlYXJjaC1mZWVkYmFjay5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-1024x724.png\" class=\"attachment-large size-large wp-image-5198\" alt=\"Homepage research feedback\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-1024x724.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-300x212.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-768x543.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-1536x1085.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-research-feedback-2048x1447.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-28e3afcb animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-parent\" data-id=\"28e3afcb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;none&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5ca5f671 elementor-widget elementor-widget-spacer\" data-id=\"5ca5f671\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c33224e elementor-widget elementor-widget-text-editor\" data-id=\"c33224e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>Analysing the live pages<\/b><\/h3><p>Began by analysing how customers use the existing site, utilising heat maps to better understand where and what customers want when initially entering the site. This process helped us spot underutilised areas of the page that weren\u2019t engaging to customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c931a4 elementor-widget elementor-widget-text-editor\" data-id=\"1c931a4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Using analytics, we were able to visualise where customers clicked within the site. Giving us a clearer understanding of their behaviour and motivations when on the homepage.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bdcd26a animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"bdcd26a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a7fb0d7 elementor-widget elementor-widget-spacer\" data-id=\"a7fb0d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35e6c87 elementor-widget elementor-widget-image\" data-id=\"35e6c87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2332\" height=\"1648\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis.png\" class=\"attachment-full size-full wp-image-5200\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis.png 2332w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis-300x212.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis-1024x724.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis-768x543.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis-1536x1085.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-competitor-analysis-2048x1447.png 2048w\" sizes=\"(max-width: 2332px) 100vw, 2332px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43908e9 elementor-widget elementor-widget-spacer\" data-id=\"43908e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48dead2 elementor-widget elementor-widget-text-editor\" data-id=\"48dead2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>The competition and understanding design patterns<\/b><\/h3><p>A homepage has become a familiar digital experience for many. We conducted an in-depth competitor analysis to understand what customers have grown to expect from a shop homepage. We conducted a feature analysis to establish our competitors successes and shortcomings. Alongside evaluating the information architecture, to better understand the best placement for features within our own site. As well as researching best practice methodologies from Baymard research articles.<\/p><h4>key insight uncovered:<\/h4><ul><li><b>62% of sites don\u2019t assist users in selecting a well-defined scope directly from the homepage.\u00a0<\/b>Lack of subcategories, leading to customers entering broader higher-level pages.<\/li><\/ul><ul><li aria-level=\"1\"><p><b>59% of sites user overly aggressive &amp; distracting ads.\u00a0 <\/b>It\u2019s critical to be mindful of the size, placement, aesthetics, and integration of ads within the overall homepage design.<\/p><\/li><li aria-level=\"1\"><p><b>6% of sites don\u2019t offer a broad enough range of product types on the homepage.\u00a0<\/b>Users underestimate the product range due to an overly narrow selection shown on the homepage<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7afcb8a animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"7afcb8a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-53e571d elementor-widget elementor-widget-spacer\" data-id=\"53e571d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aa3cab elementor-widget elementor-widget-image\" data-id=\"6aa3cab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2332\" height=\"1648\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics.png\" class=\"attachment-full size-full wp-image-5201\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics.png 2332w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics-300x212.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics-1024x724.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics-768x543.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics-1536x1085.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-search-term-analytics-2048x1447.png 2048w\" sizes=\"(max-width: 2332px) 100vw, 2332px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e90396 elementor-widget elementor-widget-spacer\" data-id=\"0e90396\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46637c4 elementor-widget elementor-widget-text-editor\" data-id=\"46637c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>Utilising analytical search terms<\/b><\/h3><p>Intrigued with why the highest engagement was with the search bar on the homepage. I analysed the top search terms to understand why a large portion of customers were interacting with it, instead of using other types of navigation.<\/p><p>Giving an insight into what customers want upon entering the site and what they struggle to see at first glance. Creating an opportunity to accommodate this need early on in the customers journey, eliminating unnecessary clicks and effort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ec7f499 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"ec7f499\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98d3446 elementor-widget elementor-widget-spacer\" data-id=\"98d3446\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfa02e0 elementor-widget elementor-widget-image\" data-id=\"dfa02e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2332\" height=\"1648\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes.png\" class=\"attachment-full size-full wp-image-5202\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes.png 2332w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes-300x212.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes-1024x724.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes-768x543.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes-1536x1085.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Homepage-wireframes-2048x1447.png 2048w\" sizes=\"(max-width: 2332px) 100vw, 2332px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e3db23 elementor-widget elementor-widget-spacer\" data-id=\"4e3db23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6486adf elementor-widget elementor-widget-text-editor\" data-id=\"6486adf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"text--m bold colour-primary undefined\">Exploring potential creative directions<\/h3><p>Our wireframes focussed on simplified designs that would introduce a new information architecture. Prioritising all of the insights and analytics discovered. Ensuring that all the new components introduced met at least one need\/goal from all our stakeholders. This ensured that the design balanced all our stakeholder requirements and needs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f41b8b5 elementor-widget elementor-widget-spacer\" data-id=\"f41b8b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f83ac48 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"f83ac48\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a055060 elementor-widget elementor-widget-image\" data-id=\"a055060\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2332\" height=\"1166\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde.png\" class=\"attachment-full size-full wp-image-5211\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde.png 2332w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde-300x150.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde-1024x512.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde-768x384.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde-1536x768.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/jwdjwhdewde-2048x1024.png 2048w\" sizes=\"(max-width: 2332px) 100vw, 2332px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42a729f elementor-widget elementor-widget-spacer\" data-id=\"42a729f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a71610a elementor-widget elementor-widget-text-editor\" data-id=\"a71610a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"text--m bold colour-primary undefined\"><b>Designing reusable components and patterns<\/b><\/h3><p>For improved efficiency and faster development we focussed on building reusable components and producing templates throughout. Accommodating for all possible edge cases, based on our knowledge of the existing page. Allowing our design to be completely adaptive, for whatever use case, from Black Friday, Apple iPhone launch, to showcasing brand new categories like EE Broadband. Ensuring all the components are content edible, allowing for everything to be interchangeable without any further development effort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56d2532 elementor-widget elementor-widget-spacer\" data-id=\"56d2532\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2a0ea87 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no elementor-invisible e-con e-parent\" data-id=\"2a0ea87\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ea3929c elementor-widget elementor-widget-image\" data-id=\"ea3929c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"4664\" height=\"2624\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp.png\" class=\"attachment-full size-full wp-image-5212\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp.png 4664w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp-300x169.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp-1024x576.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp-768x432.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp-1536x864.png 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/final-hp-2048x1152.png 2048w\" sizes=\"(max-width: 4664px) 100vw, 4664px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f977a85 elementor-widget elementor-widget-spacer\" data-id=\"f977a85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-212ab55 elementor-widget elementor-widget-text-editor\" data-id=\"212ab55\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"text--m bold colour-primary undefined\"><b>Final design and outcomes<br \/><\/b><\/h3><p>The final design balances business, partner and user needs. With overwhelming positive feedback from senior stakeholders and executives. As well as partners, being very positive with the new digital real estate offered to them to showcase their latest offerings. The reusable components have decreased further development effort, allowing for more seamless updates to the website.\u00a0\u00a0<\/p><p>We\u2019ve introduced new components based on the search term analysis, to streamline the customer journeys.\u00a0 Accommodating for our top actions users from our page, that we previously didn\u2019t accommodate for.<\/p><p>The latest design has passed all our latest accessibility compliances. Ensuring that screen readers are now able to read everything clearly on the page. As well as all of our components and assets being WCAG AA level, allowing for all to experience our site with ease now.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ee2dd9 elementor-widget elementor-widget-spacer\" data-id=\"8ee2dd9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1ead92f6 e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-parent\" data-id=\"1ead92f6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-e25737 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"e25737\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5a402685 elementor-widget elementor-widget-text-editor\" data-id=\"5a402685\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"text-align: left;\"><strong>Next steps a<b>nd lessons learned<\/b><br \/><\/strong><\/h3><p style=\"text-align: left;\">With the new EE homepage now live. We\u2019ve introduced new components based on the search term analysis, to eliminate any unnecessary clicks. However, I plan to develop this component, utilising further analytics and insights (for use with seasonal and trending categories). I plan to develop personalisation into this design, ensuring we are able to showcase relevant and meaningful products early in their shopping experience. I\u2019m currently measuring the new pages performance, ensuring I iterate on any insights discovered.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-244d31ff elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no\" data-id=\"244d31ff\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f520450\" data-id=\"7f520450\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6675531d elementor-widget elementor-widget-heading\" data-id=\"6675531d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">See more of my work<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-276539f4 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no\" data-id=\"276539f4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-324f5df6\" data-id=\"324f5df6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-657bbb1a elementor-widget elementor-widget-image\" data-id=\"657bbb1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/joewhitby.com\/index.php\/ee-one\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"649\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Frame-1265-1024x649.png\" class=\"attachment-large size-large wp-image-5071\" alt=\"EE One\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Frame-1265-1024x649.png 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Frame-1265-300x190.png 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Frame-1265-768x486.png 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/12\/Frame-1265.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e505985 elementor-widget elementor-widget-heading\" data-id=\"6e505985\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">EE<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d56f76e elementor-widget elementor-widget-text-editor\" data-id=\"3d56f76e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>EE One<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6cd9c3d\" data-id=\"6cd9c3d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-18aaa40e elementor-widget elementor-widget-image\" data-id=\"18aaa40e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/joewhitby.com\/index.php\/self-scan-checkout\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"654\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-1024x654.jpg\" class=\"attachment-large size-large wp-image-4224\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-1024x654.jpg 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-300x192.jpg 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-768x491.jpg 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-1536x982.jpg 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/SCO-2048x1309.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-645d13cb elementor-widget elementor-widget-heading\" data-id=\"645d13cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">H&amp;B<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-579675c9 elementor-widget elementor-widget-text-editor\" data-id=\"579675c9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>Self Scan Checkout<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-2060b3c\" data-id=\"2060b3c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36a43b29 elementor-widget elementor-widget-image\" data-id=\"36a43b29\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/joewhitby.com\/index.php\/cerebro\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"654\" src=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-1024x654.jpg\" class=\"attachment-large size-large wp-image-4216\" alt=\"\" srcset=\"https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-1024x654.jpg 1024w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-300x192.jpg 300w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-768x491.jpg 768w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-1536x982.jpg 1536w, https:\/\/joewhitby.com\/wp-content\/uploads\/2024\/06\/Cerebro1-2048x1309.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-536adf70 elementor-widget elementor-widget-heading\" data-id=\"536adf70\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">H&amp;B <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47ef373b elementor-widget elementor-widget-text-editor\" data-id=\"47ef373b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>Cerebro<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Optimising the EE\u2019s Web and App Homepage Resigning how customers shop at EE on both Web and App. My role Lead Product Designer UX Design, UI Design, Research, User-Testing, Analysis, Stakeholder Management, Design System Highlights Reduced the drop-off rate, and increased page visability and customer engagement. With overwhelming possitive feedback from the business, partners, and customers. Backstory As the product design lead for the optimisation squad at EE, I am responsible for reshaping how customers explore and shop via our website and app. Most notably, leading on the UX of our major partner launches (Apple, Samsung and Google), as well as redesigning our key consumer touchpoints including the homepage and shop hubs. The goals 1. Introduce information architecture Create a reusable information architecture, prioritising the consumer\/partner\/business needs in a cohesive way. Displaying relevant content while creating a welcoming entrance to the site for all users, by utilising analytics, research and insights. 2. Increase engagement and customer satisfaction (CSAT scores) EE witnessed a significant drop-off rate from customers when landing on the homepage. As well as feedback claiming that the page was confusing, with no clear structure or hierarchy. 3. Increase conversions on the site Directing the large volumes of customers to new and existing product categories was a key objective. 4. Adaptive visual design to showcase a dynamic range of products and services The key EE Shopping pages were very outdated and used old components, with existing issues and limitations. Without accommodating or showcasing EE\u2019s broad portfolio. 5. Accessible design The existing pages were outdated, and did not meet certain accessibility requirements needed for all users to experience it. Analysing the live pages Began by analysing how customers use the existing site, utilising heat maps to better understand where and what customers want when initially entering the site. This process helped us spot underutilised areas of the page that weren\u2019t engaging to customers. Using analytics, we were able to visualise where customers clicked within the site. Giving us a clearer understanding of their behaviour and motivations when on the homepage. The competition and understanding design patterns A homepage has become a familiar digital experience for many. We conducted an in-depth competitor analysis to understand what customers have grown to expect from a shop homepage. We conducted a feature analysis to establish our competitors successes and shortcomings. Alongside evaluating the information architecture, to better understand the best placement for features within our own site. As well as researching best practice methodologies from Baymard research articles. key insight uncovered: 62% of sites don\u2019t assist users in selecting a well-defined scope directly from the homepage.\u00a0Lack of subcategories, leading to customers entering broader higher-level pages. 59% of sites user overly aggressive &amp; distracting ads.\u00a0 It\u2019s critical to be mindful of the size, placement, aesthetics, and integration of ads within the overall homepage design. 6% of sites don\u2019t offer a broad enough range of product types on the homepage.\u00a0Users underestimate the product range due to an overly narrow selection shown on the homepage Utilising analytical search terms Intrigued with why the highest engagement was with the search bar on the homepage. I analysed the top search terms to understand why a large portion of customers were interacting with it, instead of using other types of navigation. Giving an insight into what customers want upon entering the site and what they struggle to see at first glance. Creating an opportunity to accommodate this need early on in the customers journey, eliminating unnecessary clicks and effort. Exploring potential creative directions Our wireframes focussed on simplified designs that would introduce a new information architecture. Prioritising all of the insights and analytics discovered. Ensuring that all the new components introduced met at least one need\/goal from all our stakeholders. This ensured that the design balanced all our stakeholder requirements and needs. Designing reusable components and patterns For improved efficiency and faster development we focussed on building reusable components and producing templates throughout. Accommodating for all possible edge cases, based on our knowledge of the existing page. Allowing our design to be completely adaptive, for whatever use case, from Black Friday, Apple iPhone launch, to showcasing brand new categories like EE Broadband. Ensuring all the components are content edible, allowing for everything to be interchangeable without any further development effort. Final design and outcomes The final design balances business, partner and user needs. With overwhelming positive feedback from senior stakeholders and executives. As well as partners, being very positive with the new digital real estate offered to them to showcase their latest offerings. The reusable components have decreased further development effort, allowing for more seamless updates to the website.\u00a0\u00a0 We\u2019ve introduced new components based on the search term analysis, to streamline the customer journeys.\u00a0 Accommodating for our top actions users from our page, that we previously didn\u2019t accommodate for. The latest design has passed all our latest accessibility compliances. Ensuring that screen readers are now able to read everything clearly on the page. As well as all of our components and assets being WCAG AA level, allowing for all to experience our site with ease now. Next steps and lessons learned With the new EE homepage now live. We\u2019ve introduced new components based on the search term analysis, to eliminate any unnecessary clicks. However, I plan to develop this component, utilising further analytics and insights (for use with seasonal and trending categories). I plan to develop personalisation into this design, ensuring we are able to showcase relevant and meaningful products early in their shopping experience. I\u2019m currently measuring the new pages performance, ensuring I iterate on any insights discovered. See more of my work EE EE One H&amp;B Self Scan Checkout H&amp;B Cerebro<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-5194","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/pages\/5194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/comments?post=5194"}],"version-history":[{"count":34,"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/pages\/5194\/revisions"}],"predecessor-version":[{"id":5326,"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/pages\/5194\/revisions\/5326"}],"wp:attachment":[{"href":"https:\/\/joewhitby.com\/index.php\/wp-json\/wp\/v2\/media?parent=5194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}