Don't throw the baby out with the bathwater...

Consider

What to keep?

With this ecom redesign I collected log data, formed hypotheses, decided variables (i.e. independent & dependent), performed statistical analysis (i.e. linear regression) and interpreted the data to determine what was working and where we could safely improve.

Conclude

What to create?

After reviewing stakeholder interviews, current market and competition, I revamped the brands tone with new colors, fonts and explored options to maximize customers red routes and clarified value proposition and KPIs.

Create

How did it fit together?

We funneled users based on their objectives to either find parts for their equipment or explore a complete office setup. (Note: Just my design comps have been used below, because I was not apart of the launch team for this project.)