Background

In early 2025, NerdWallet decided to redesign its homepage in an effort to reduce hard and soft bounce rates. My design partner and I came up with multiple ideas to get users to stay on our homepage longer, and ultimately stakeholders decided to move forward with the design and copy below. Key changes from the original homepage included:

• Copy emphasizing that our Nerds make it easy to find the right financial products for you

• An interactive hero module that allows users to specify exactly which product they’re looking for and if they want to see personalized options or compare all their options

• A more detailed, media-rich news module that we moved higher on the page since it was generating a higher CTR than other modules

• An embedded social media module featuring recent video posts

• A module promoting our app featuring statistics, UI imagery, and a QR download code on desktop

• Refreshed visuals including Nerd photography above the fold, bolder colors, and file-folder elements to nod to all our nerdy research

We saw the following results from our redesign. NerdWallet continues to test different variations of its homepage to gather data and inform future optimizations.

• 77% of users preferred our redesign vs. the original homepage

• 3% lower hard bounce rate vs. the original homepage

• 10% lower soft bounce rate vs. the original homepage

Content Strategist: Laura Orozco

Visual Designer: Charlene Tsang

Web Developers: Andrés Virga, Gleyson Carvalho