Yves Saint Laurent

I love YSL. When I first visited their website I was surprised that the home page only consisted of a featured section and a footer followed by a large empty space.
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I took initiative and started thinking about what's missing from the home page, how I could fill up that empty space in a way that is both beneficial to the company and satisfies its customers' needs.

The store locator feature could be more prominent (especially on mobile devices) to make it easier for people to find the nearest store. Also when I looked at other similar fashion brands' home pages I noticed it is a common practice to have some sections about collections and featured items. They can help visitors in navigation and browsing clothes.
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A prominent call to action button was also something that was missing from the home page. And whenever the website loads after a few seconds a window pops up asking us to subscribe to their newsletter. According to Google guidelines for accessible websites "This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result."

When it was clear what needs to be changed, I took my sketchbook and jotted down some ideas. I added three additional sections to the home page (Women, Men, Store Locator) and created a more categorized and cleaner navigation. Instead of the distracting pop-up window, I added a more subtle narrow strip that runs on the top of the page with the opt-in offer until the user closes it.

Once I had a few solutions to each problem, I took my sketches and created the wireframes for the home page. After this, I designed the UI and created a functioning prototype with Adobe XD to test my ideas in action.