The primary challenge of this redesign was to understand the customers’ needs and align them with the company’s sales goals, while optimizing the customer journey. The existing homepage lacked a clear structure, making it difficult for users to understand the company’s offering. 

Information Design: I reorganized content to reduce cognitive load, ensuring that the most important information was clear and easy to find.
Gestalt Principles: I applied the Grouping principle from Gestalt theory by organizing content into threes, which helps users easily process and remember information. This balanced layout improves visual appeal and reduces cognitive load by presenting choices in a clear and manageable way.
Conversion Strategy: By refining the visual hierarchy and placing clear calls-to-action in high-traffic areas, I ensured that user pathways were focused on driving conversions. This includes aligning Call-to-Action buttons with the customers’ expectations and psychographics.
Universal Design Theory: I incorporated accessible design principles, ensuring that the homepage was user-friendly for all audiences, including those with varying abilities.