Autodesk homepage design system and development
THE CHALLENGE
Autodesk’s Construction Cloud homepage saw a 58% drop-off after the hero section, signaling missed opportunities to guide users to product pages. Research showed a gap between the messaging and user needs—visitors wanted clearer tool differentiation and quicker paths to solutions.
First-time users and smaller firms felt overlooked by enterprise-heavy content, leading to a 20% dip in engagement and lower-quality leads. The homepage refresh aimed to cut bounce rates by 35% and deliver a more targeted, user-first experience.
From Friction to Flow
THE USER EXPERIENCE
Navigation was streamlined, role-based pathways introduced, and calls-to-action refined to better align with user goals. The experience was tailored to the needs of contractors, project managers, and IT leads, making it easier to find the most relevant tools and solutions.
The results were immediate and measurable: a 40% increase in product page clicks and a 25% lift in return visits, validating the effectiveness of a more intuitive, persona-driven design approach.
VISUAL DESIGN
WCAG-compliant color updates and a streamlined type system improved clarity and accessibility. Custom icons and a 50+ component UI kit ensured consistency across touchpoints.
Interactive animations guided attention, reinforced messaging, and enhanced engagement through subtle scroll and hover effects. Mobile-optimized layouts improved usability across devices.
MEASURED IMPACT
The redesign led to clear improvements in engagement and return visits, showing stronger alignment between user needs and content delivery. Time-on-page increased by 30 seconds on average, indicating deeper interaction with the content. With tailored entry points and simplified navigation, the experience became more focused and actionable, demonstrating how thoughtful design drives business results.