The Unsplash homepage had remained unchanged for years, but as the business priorities evolved, it was time for a fresh approach. Our first step was to categorise our diverse user base and analyse their behaviour—understanding where they clicked gave us valuable insights into what mattered most to them. The challenge was twofold: how could we cater to user needs and desires while also guiding them toward key business objectives? The feed grid, as the focal point of the homepage, needed to stay prominent. The question was: how do we present a wide variety of content in a way that encourages users to explore the platform beyond the homepage—without overwhelming the available page space?