Personalized Homepage Widgets
Company: Marks & Spencer
Role: Senior Product Designer
Interaction Design, Visual Design, Prototyping, User Research
Overview
The M&S homepage receives 125 million visits from logged-in customers per month, yet it provided a static, non-personalized experience. This project aimed to enhance relevance by introducing personalized widgets that adapt to customer preferences and behaviors, all while maintaining the visibility of high-priority marketing campaigns.
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The solution features dynamic widgets that surface content tailored to individual shopping journeys, including:
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Recently viewed categories & products
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Previously purchased products
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Personalized product recommendations
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Personalized loyalty offers
These widgets seamlessly integrate into the homepage, balancing personalization with promotional messaging to support customer shopping missions and inspire further browsing.
The Problem
How might we make the homepage more relevant to individual customer preferences and shopping needs, helping them complete their shopping missions while inspiring new journeys?
Approach
Discovery
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Partnered with stakeholders to define success metrics and prioritize personalization opportunities.
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Analyzed customer data and growth research to identify browsing habits online and in-store.
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Collaborated with the UX research team to uncover reasons customers abandon online shopping missions and the triggers that drive them to resume.​​
“I always shop the same categories. It would be helpful to see those categories when I go on the website. It would make it a more enjoyable experience if I know it’s personalized to me.”
"I want to be reminded of the item I just looked at. It helps me take my mind back.”
Customer quotes from user research
Design
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Facilitated a cross-functional design workshop to ideate solutions addressing customer needs and pain points.
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Developed widget prototypes and conducted A/B testing to evaluate optimal placement and usability.​
Testing out layout & design system components
Solution
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Launched the homepage widgets as an experiment to monitor their impact on visitor conversion and revenue.
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Following a successful test, the widgets were scaled and rolled out to all customers in Summer 2024.
Widget launch point on homepage
Pop-overs containing widget content. View demo
Impact
£4 million
annualized incremental revenue
0.61%
increase
in visitor conversion
20%
viewer
engagement rate
