Homepage Redesign

The Story

Splice’s logged-out homepage had not received a meaningful redesign in over a decade. For a company whose entire value proposition centers on empowering music creators, this was more than a visual debt; it was a strategic one. The homepage is where Splice communicates who it is and why it matters, particularly to potential users evaluating the platform for the first time. And with Splice Instrument preparing for a go-to-market launch, the gap between the ambition of our product roadmap and the story our front door told was becoming impossible to ignore.

When I recognized this, there was no roadmap item for a homepage redesign. There was no formal initiative, no brief, and no clear owner. What there was: a growing sense across Product, Marketing, and Leadership that Splice’s top-of-funnel experience wasn’t doing the product justice. I saw an opportunity to lead -not by waiting for the initiative to be assigned, but by framing the problem, creating momentum, and assembling the right team.

The Approach

I started by establishing the design requirements that would govern the entire initiative. The experience needed to be modular, responsive, and scalable -not a one-off marketing page but a system that could evolve. It needed to articulate Splice’s value proposition clearly to both new visitors and returning users considering a deeper commitment.

The scope was deliberately ambitious. Rather than treating the logged-out homepage as an isolated surface, I framed this as a holistic top-of-funnel redesign spanning three connected experiences: the logged-out homepage (Splice’s public front door), the logged-in Home (the first thing existing users see), and the Instrument product page (the launch vehicle for our newest product). By treating these as one initiative rather than three separate projects, we ensured consistency in narrative, visual language, and information architecture across the entire top of funnel.

I challenged the team to move beyond incremental updates and rethink navigation, content hierarchy, and storytelling from first principles. This required working closely with Brand Creative, Marketing, and Engineering -each of which brought different priorities and different constraints.

One of the most significant design decisions was introducing an editorial content carousel to highlight the human side of Splice: real creators, real stories, real music. This wasn’t decoration; it was a strategic choice to differentiate Splice from competitors who lead with features and pricing. By foregrounding the creative community, we were communicating a brand promise: Splice isn’t just a tool, it’s a place where music gets made. The carousel was built on Sanity CMS, enabling Marketing to update creator spotlights and campaign narratives without engineering involvement -a capability Splice had never had at the homepage level.

I personally workshopped designs with each designer on the initiative, maintaining a consistent quality bar while ensuring that individual designers had ownership over their domains.

The Impact

The resulting redesign represented the most comprehensive top-of-funnel overhaul in Splice’s history. It spanned three interconnected experiences, established a modular, scalable foundation for what we began calling Design System 2.0, and introduced capabilities -content management via a headless CMS, editorial storytelling, responsive modular layouts -that the company had never had at this level.

Beyond the deliverable itself, the initiative demonstrated a model for how Design can lead cross-functional work. I had assembled a working group across Product Design, Brand Creative, Marketing, and Engineering without a formal initiative structure, driven alignment through design vision rather than process mandates, and shipped a high-quality result under a compressed timeline. The new collaboration patterns around modular architecture became templates for subsequent projects.

The homepage also served as the launch platform for Splice Instrument, giving the company’s newest and most ambitious product a top-of-funnel experience that matched its ambition.

The Bigger Picture

This is the difference between a design manager who executes well on assigned projects and a design leader who shapes what the organization works on in the first place. The homepage redesign wasn’t on anyone’s roadmap when I started pushing for it. By the time it shipped, it was the most visible design initiative at Splice.

This project brought together a lot of what I care about as a design leader: rallying a cross-functional team through vision and trust rather than org-chart authority, holding a high quality bar on a compressed timeline without cutting corners, and thinking in systems -with modular architecture, a Design System 2.0 foundation, and three surfaces treated as one coherent experience. And the best part? The homepage is live, and I could not be more proud of what this team built together.