E-commerce · Design Lead · Data-driven

Reversing a traffic drop by rebuilding the experience around what matters.

CompanyHenry Schein Brasil
My roleDesign Lead
Team7 designers
PeriodAug 2020 – Oct 2023
Henry Schein dental e-commerce homepage
The homepage of a market-leading dental e-commerce.

The business saw a traffic problem. Design saw an experience problem.

The gap

The site wasn't slow. It had no journey.

Traffic dropped, bounce rate rose, and executives gave Design two days to propose a direction. Everyone assumed it was a performance issue. The homepage told a different story: banners with no shared identity, modules with no hierarchy, and content meant to drive discovery receiving a 0–4% click rate.

Henry Schein homepage heatmap and visual audit
The data showed where attention stopped: the homepage was not guiding discovery.
The fix

One principle: products first, promotions second.

I scoped the work down to the homepage, the highest-leverage page we could change and measure in the window we had. I widened the benchmark beyond dental competitors to general e-commerce, then rebuilt the hierarchy around helping people discover products first.

Benchmark analysis across general e-commerce platforms
A wider benchmark made the missing product hierarchy visible.
Henry Schein homepage wireframes and proposed direction
Low-fidelity options let the team test the direction before committing implementation time.
Outcome
+32%page views
+21%sessions per user
−5%bounce rate
Final Henry Schein homepage after the redesign
The homepage rebuilt around a clearer product discovery journey.
Looking back

Leading under pressure isn't about doing everything. It's about knowing what matters now. Choosing the homepage gave the team a focused intervention, measurable results, and a decision process that outlasted the project itself.

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