TVH offers, among others, parts, services, and education, so the website attracts visitors with very different needs. A key first step was building a sharper picture of who those visitors are. It also became clear there was room to show much more of what TVH can do before login, both the depth of the parts range and the services offering, which had a lot of untapped potential.

You can’t design a homepage that serves everyone equally, so we prioritised personas around three questions: 

• Who is most likely to become a customer? 
• Who brings the most value? 
• Does that match where TVH wants to grow? 

That led us to define the primary persona as organisations with large fleets looking for a long-term partnership. The challenge then became serving that group first while still giving other visitors a clear route to what they need.

We rebuilt the homepage around visitor journeys. The goal was to capture attention in the first five seconds and then answer visitors’ questions in the order they ask them, focusing on both the 'why' and the 'what. 

We created one clear primary recognition point for the large-fleet persona, so they immediately see that TVH is built for them, and added secondary recognition points along a clear path for other visitor types.

What worked best was what I call decision-to-goal transparency. Every stakeholder brings requirements and ideas for meeting them. When a suggestion doesn’t seem to serve the shared goal, I ask how it moves us closer to it. Letting stakeholders reason it through often brings everyone back to the same page.

One example: budget and capacity constraints put a critical feature at risk of being postponed, which could have affected the site’s conversion target. Together we made a cost-reward analysis that set the feature’s cost against its expected impact. That gave everyone the same basis for the decision and kept the project on track.

The project is still in progress, so it’s too early for hard figures. The most important shift so far is that homepage priorities are now set against clearly defined personas. 

That gives every team a shared reference point, so discussions about what earns a place on the page move faster and stay focused on the visitor. Design has also become part of the strategic conversation from the start, which means user needs combined with business needs shape decisions early, when they’re easiest to act on.