Website Homepage Redesign: Hamilton Vibes Art

Problem: The original homepage showcased only three similar artworks—two dark, red-toned pieces and one monochrome—which unintentionally conveyed a narrow creative focus. The layout was static and minimal, lacking enough variation to invite exploration or guide first-time users toward engagement.

Process: The redesigned homepage prioritizes user-first design and visual hierarchy. A dynamic image carousel was introduced to increase immediate exposure to the range of available works—from vibrant paintings to playful prints—establishing brand diversity at a glance. Scrollable sections provide a clear information architecture that supports both discovery and decision-making, especially on mobile.

Impact: The new homepage design improved visual storytelling and enhanced buyer confidence by showcasing more variety without overwhelming the user. The expanded color palette, strategic image rotation, and staggered content allow for progressive disclosure—users can explore deeper without feeling pressured. The new call-to-action (“Browse through original art or submit custom art requests”) aligns with conversion-centered design, offering a compelling reason to stay engaged, plus an easy way to drop contact info.

Future Improvements: Integrating hover animations or subtle microinteractions could further boost engagement. Accessibility audits (like checking text contrast and alt text descriptions) would optimize the experience for all users. A sticky navigation bar on scroll could improve usability, especially on mobile.

Old homepage (above)

Top presentation of new homepage (above)

Homepage carousel of works and email subscription field offered in new homepage (above)