CASE STUDY

How we set a two-year product direction for one of Poland's biggest homepages

About

WP.pl is one of Poland’s largest web portals, with a homepage that works as a major distribution point for news, editorial content, advertising, and commercial partnerships. The project combined product strategy and redesign. The goal was to define a two-year product direction for the WP.pl homepage, secure Management Board approval, and deliver the roadmap in line with business goals, editorial needs, and product KPIs.

INDUSTRYDigital Media / News Portal

AUDIENCEMass-market Web Users

PRODUCTPortal Homepage

SCOPEProduct Strategy, Roadmap & Redesign

Why this mattered

A portal homepage is both a product and a distribution engine. The WP.pl homepage had to serve millions of users, multiple editorial priorities, and demanding commercial goals at the same time. Any redesign had to improve usability and accessibility while also increasing engagement, strengthening content distribution, and supporting revenue from display advertising and partnerships.

Define a long-term product strategy and roadmap for the homepage
Increase user engagement and editorial distribution power
Support revenue goals through better ad and partnership surfaces
Improve usability and accessibility of the current experience

The design challenge

The challenge was to improve the homepage while keeping its business role intact. For a high-traffic portal, every layout decision affects content performance, advertising value, and user behavior. The redesign had to create clearer navigation and content structures while preserving the homepage’s commercial capacity and ability to move traffic across the portal.

Aligning user experience with advertising and partnership needs
Building editorial hierarchy across high content volume
Connecting long-term product direction with current business KPIs
Bringing accessibility and clarity into dense portal functionality

Design decisions

We treated the homepage redesign as a strategic product roadmap. The work connected product strategy, interface redesign, navigation, content modules, advertising surfaces, and commercial partnership areas. The roadmap gave the team a clear two-year direction, and the redesign introduced more transparent content layouts, improved navigation, and better-planned spaces for editorial and commercial priorities.

Two-year product strategy approved by the Management Board
Roadmap aligned with product, editorial, and revenue KPIs
Redesigned navigation and clearer content layouts
Advertising and partnership surfaces planned as part of the product experience

What it enabled

The homepage has a clearer direction for growth, engagement, and revenue. The strategy and redesign give WP.pl an approved product direction and a roadmap for the next two years. The structure supports display ad revenue, intentional commercial surfaces, and a more usable and accessible experience for users.

Management Board approval for a two-year homepage product strategy
Stronger foundation for content distribution across the homepage
Intentional surfaces for display advertising and commercial partnerships
Clearer navigation and improved accessibility for mass-market users

How we set a two-year product direction for one of Poland's biggest homepages – final design screens

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