In the fall of 2021, L.L.Bean went through an extensive process of redesigning its homepage. I was apart of the team that undertook this effort, and played a key role in how the homepage has evolved.
In this effort, we were proposing creating homepage themes instead of more module based homepages from the past. This would make the page tell more of a cohesive story, and visually would clean up the page.
I was responsible for executing examples of two themes: a product launch, and an activity based homepage, both of which you can see below.
Overall, this effort brought about the following site improvements: an effort to change all site fonts from a serif to a sans serif, updated buttons styles, a widened site, and micro animations/hover states. The new homepage templates are cleaner and more modern. They better align with the homepages our competitors are producing. This effort helped bring L.L.Bean into the present day design landscape.