The new Sourcing Homepage
Making the homepage a true starting point: data-first, interactive, and aligned with real analyst needs.
Project overview
Improve the internal homepage used by analysts at Insight Partners, focused on increasing engagement through data-driven content and customizable widgets.
What I worked on:
I led the UX/UI redesign of the internal homepage, aligning data strategy, business goals, and user behavior to improve content relevance and engagement.
About Insight Partners
Insight Partners is a global venture capital and private equity firm investing in high-growth technology and software companies. The internal platform supports analysts in tracking companies, market movements, and opportunities.
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Project Kickoff
The project began with a clear challenge: the existing homepage was underused and not aligned with analysts’ daily routines. It lacked relevant data, context, and flexibility.
We initiated the project by conducting stakeholder interviews and reviewing product usage analytics (via Hotjar and internal dashboards). Our goal was to understand how analysts interacted with the homepage, what they expected from it, and how we could increase adoption.
Discovery & Research
To support our qualitative findings, we used a combination of Hotjar session recordings and Looker dashboards to map real user behaviors and identify friction points.
Hotjar revealed patterns of low engagement and frequent drop-offs, confirming that the homepage was not perceived as a helpful entry point. Users skipped it entirely, navigating directly to tools they found more relevant.
With Looker, we explored usage metrics across different segments of the analyst team. This helped us pinpoint which types of content were most relevant and surfaced opportunities to align the homepage with real workflows.
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Insights to Direction
- Our discovery phase led to several key insights that directly influenced the redesign:
- "Stale Companies" was high-value but underperforming. Despite being one of the most consulted widgets, it was placed below the fold and frequently missed. We prioritized its repositioning and visual prominence.
- Low interactivity across the homepage. Many existing widgets displayed static data without inviting user interaction or next steps. We redefined each widget to support action-oriented behavior.
- Search bar was underutilized due to its placement and context. We identified its potential as a global navigation anchor and promoted it into a persistent, prominent component with smarter results and deeper integrations across the platform.
- These findings guided us to shift from a passive homepage into an interactive command center, where analysts could take action directly from the widgets they interacted with most.
Widget Strategy & UX Priorities
- With research insights in hand, we defined a new homepage structure centered around modular, data-driven widgets, each designed to support a core analyst activity.
- The four key widgets prioritized for the MVP were:
- Today’s Meetings – displays the analyst’s schedule and upcoming calls
- Stale Companies – flags portfolio companies with no recent updates
- Next Actions – highlights pending tasks and follow-ups
- Notifications (Recent Activity Feed) – surfaces relevant platform activity in real time
- All widgets were integrated into a scalable design system, ensuring consistency while supporting rapid iteration.
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"We transformed a static homepage into a personalized workspace that speaks the analyst’s language — data."
Prototype Outcomes
The interactive prototype was tested with stakeholders and internal users. Feedback validated the design direction:
- Users found the widget logic intuitive and well-prioritized
- The information hierarchy made navigation more efficient
- Analysts felt the homepage was finally aligned with how they think and work
The prototype was approved as the foundation for the homepage MVP and further internal platform evolution.
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Highlights
- Increased homepage engagement by introducing dynamic widgets based on behavioral data
- Designed and documented a modular layout that supports future widgets and personalized configurations
- Built and implemented a flexible design system in collaboration with the dev team
- Reduced friction by aligning homepage content with the analyst's workflows and tools
- Strong stakeholder buy-in after showcasing usability improvements in design reviews and demos
Ongoing Impact & Role
Following the homepage redesign, I continued working with Insight Partners for two years, contributing to multiple product initiatives.
- Shipped new features across different areas of the internal platform
- Scaled and evolved the design system, ensuring consistent UX across products and user roles
- Worked closely with engineers to implement reusable components and maintain design–dev alignment
- Supported continuous discovery, stakeholder alignment, and team growth
This long-term collaboration helped shape not only the homepage, but the product culture around UX, modularity, and user-centered iteration.
Conclusion
This project went far beyond a simple interface update — it was a strategic shift in how analysts engage with their tools. By anchoring the design in real behaviors, data, and daily needs, we transformed a passive homepage into an active, decision-driving workspace.
The result wasn’t just better usability — it was increased trust, adoption, and alignment between business goals and user experience. We created a product that analysts rely on to start their day with clarity, context, and confidence — and a foundation that continues to scale as the platform evolves.
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