Partech, an industrial e-commerce store, wanted to increase visibility of a newly produced company video presenting their team and expertise. The client initially suggested placing the video on the homepage and in the “About us” section.

At the same time, they mentioned another issue: a strategically important section called “Parker Store” located in the hero area was receiving very little attention from users.

To better understand the problem, I conducted a short UX audit of the homepage hero area and main navigation.

Google Analytics indicated generally low engagement on the homepage. Most users bypassed the content and used the search field directly.

I independently conducted a UX audit and proposed a redesigned hero section.

My work included:

• analyzing user behavior using Google Analytics
  
• reviewing the layout using UX heuristics and e-commerce best practices
  
• running an AI-based attention heatmap test to evaluate visual hierarchy
  
• identifying usability issues affecting attention and hierarchy
  
• redesigning the hero area to improve structure and clarity
  
• validating the new layout using another heatmap test

The audit revealed several issues affecting user attention and hierarchy:

• the main CTA did not visually stand out from surrounding elements
  
• some interface elements were difficult to interpret as clickable
  
• the Parker Store section was visually weak despite its strategic importance
  
• the hero used a carousel slider, which research from Baymard Institute and Nielsen Norman Group shows often reduces usability
  
• the search field — a heavily used feature — lacked visual prominence
  

Heatmap analysis also showed that users’ attention focused mainly on the large background image instead of actionable elements.

The redesigned hero section improved the visual hierarchy and guided user attention toward key elements.

Key improvements included:

• replacing the previous chaotic layout with a short looping company video (max 15 seconds)
  
• adding a clear CTA leading to the full company video
  
• repositioning the Parker Store section to a more prominent location
  
• placing the search bar in a central, highly visible position
  
• surfacing popular product categories higher on the page
  

A second attention heatmap test showed a higher focus score and clearer attention distribution, indicating a stronger visual hierarchy and better alignment between user attention and business priorities.