Role:
UX/UI Designer
Timeline:
2022–2023
My scope:
homepage design, prototyping, test scenarios
Zakupki is a Kazakhstan tender aggregator that brings tenders from many platforms into one place, so users can search and monitor them without checking each site separately.
At a glance
Problem. Some features were barely used, and users didn’t know the platform could do more.
My part. I designed the new homepage from the analytics team’s findings and prepared the prototypes and scenarios for pre-launch tests.
Result.
+40%
Main-page engagement
−25%
Bounce rate
+30%
Views of key features
The analytics team found that some features had low activity, and user surveys pointed the same way: the platform was hard to read, and people weren’t aware of everything it offered.
Research and prioritization were done by the analytics team. I received a clear task: redesign the homepage so that the platform’s key capabilities are visible at first glance.
Design
The problem was awareness, not missing features. So the redesign had two jobs: make every capability visible, and make the purpose of each part of the page clear at a glance.
1. Color-coded blocks. I split the homepage into color-coded blocks, so each one has a single message and a single task. A visitor can tell where a section starts and what it asks them to do without reading it.
2. Interactive elements with motion. I added interactive demos and animations to the blocks where seeing a function is faster than reading about it. Motion points to the one thing in each block worth trying first.
Services block: text list replaced with an interactive demo
Validation
Before launch, the analytics team ran user tests of the new design. I prepared the test scenarios and the interactive prototypes, and joined the analysis of the results with the team.
The tests confirmed the direction, and the design went to launch with minor changes.
These sessions checked the design. The numbers below come later, from live traffic.
Results
Measured on the live homepage, 1.5–2 months after launch
We compared the same metrics for the period before and after the redesign.
+40%
Main-page engagement
−25%
Bounce rate
+30%
Views of key features
Together they show that more visitors stayed and more of them reached the platform’s key capabilities.
This is a before/after comparison on live traffic, not a controlled experiment, so other changes in the same period may have contributed.
These are team results. My part was the homepage design and the prototypes and scenarios used to test it.
REFLECTION
What I’d do differently
I received the research as a finished brief. Next time I would join the research earlier, so that design decisions come from the source data and not from a summary.
All three metrics describe the homepage only. I would also track what users do next, such as how many go on to apply for tenders, set up a controlled experiment from the start, so we could separate the effect of the redesign from everything else.
