Harry’s — A Modular Homepage Architecture
Harry’s homepage is one of the highest-traffic surfaces in the experience, but over time it had become brand-heavy, fragmented, and difficult to evolve, limiting product discoverability and slowing down merchandising and growth experimentation.
To address this, I reframed the homepage not as a one-off marketing page but as a modular product surface powered by Forge, enabling reusable components that balanced brand storytelling with performance.
The redesign delivered a +6.95% CVR lift and increased lead generation by 15.4%. By standardizing the architecture, we achieved over $400K in annualized revenue lift while fueling long-term CRM growth.
Audit & Gap Identification
Through a structured UX and performance audit, I identified key issues affecting both clarity and business outcomes.
No clear conversion entry points (PDP, Trials, Subscription)
Weak merchandising and discovery opportunities
No lead-capture moments
High cognitive load and visual hierarchy issues
Heavy brand focus without clear user pathways
Navigation competing with homepage content
Mobile-first layout problems and inefficient pattern reuse
These insights shaped the design requirements and informed the new component architecture.
I hypothesized that replacing the existing static homepage with a modular, mobile-first architecture powered by Forge components would improve product discoverability, increase trial visibility, and enable faster merchandising experimentation.
Building the System: From Atomic Design to Forge.
Early in my time at Harry’s, our UI was loosely based on atomic design principles, but components were inconsistent and hard to scale. Forge formalized this into a true design system shared by Design and Engineering.
Translate atomic thinking into practical, reusable components
Align design tokens and patterns with frontend implementation
Ensure new surfaces (like the Homepage) were built using Forge first
Reduce refactors by designing with system constraints in mind
Strategic Modularization
I architected a modular framework to solve the fragmentation found in the audit.
I partnered with Product and Growth to launch an A/B test measuring:
The new homepage shipped using only Forge components, resulting in zero refactors and significantly reduced QA overhead.
Systemic Impact
Results were enabled by a pre-approved, tokenized design system (Forge), allowing rapid iteration on homepage structure without downstream refactors. Standardized components and QA guardrails eliminated post-launch fixes, reduced engineering risk, and made performance gains repeatable across future experiments.
Role & Collaboration
I led UX, experimentation strategy, and design-system alignment. My role ensured both user clarity and system scalability.
This project became a benchmark for how we approached large surfaces: modular, measurable, scalable, and efficient.
It validated the value of pairing design systems with UX strategy and experimentation, setting a new standard for future site improvements.