Arena Club is growing beyond sports/pokémon trading cards.

Arena Club is expanding into watches, coins, wine, and other collectibles. As the marketplace grows, our users’ interests become increasingly different.

But our homepage still largely shows everyone the same repeated content that already exists elsewhere in the product.

Experienced collectors often skip Home entirely and go straight to Packs, where they can find the same content with less scrolling.

So... what should Home actually be for?

Looking at the existing homepage, In the first two pack sections, only 15% of users who click successfully convert and purchase a pack.

The Buy Again section gets a fraction of those clicks, yet 50% convert. Which is 3× better conversion per click.

Instead of asking users what they want, I gave them a functional prototype to use and play with.

I built a V1 of a redesigned homepage with Claude code and published it to vercel to give a select cohort of users acces

I sent it to 45 Arena Club users and track every major interaction, what they click, what they ignore, and how they move through the page.

The experience ends with a survey, followed by 11 user interviews to understand the behavior I’m seeing.

To track and analyze these events and data, I used my user research log tool, also built fully with claude code, which I have been using to track and keep all my research and insights in one place.

Home doesn’t need more content. It needs more relevance.

Users don’t need another place to browse the same inventory.

What they want is an easier way to keep up with the things they already care about.

Today, watchlists, offers, and auctions are spread across the product. Some collectors even rely on phone alarms, spreadsheets, and bookmarked filters to keep track.

The research surfaces opportunities like saved searches, favorite packs, watchlist price changes, auctions ending soon, new listings, and active auctions.

Home can understand what I care about, what needs my attention, and what I might want next.

How do I show more without making Home feel overwhelming?

Once I knew what belonged on Home, the challenge became fitting it all together. More sections created more opportunities for discovery, but they also created more noise.

I designed the first version around an MVP that could start learning what each collector cared about and eventually power deeper personalization. At the same time, I stripped back repetitive UI, unnecessary copy, and competing actions so the collectibles themselves could do more of the work.

The goal wasn’t to show everything. It was to learn what was worth showing each user.

A homepage built around the collector.
What’s yours → What’s changed → What’s new