Success is all about Conversion.
A website is a conversion machine before it is anything else. These projects share a common starting point, an audit of what isn't working, and a common goal: reducing the distance between a visitor's intent and the action the business needs them to take.
eCommerce UX Audit & Redesign: Candy Nation
A successful eCommerce site performs like a software application — business goals and user goals must align, and a good visit ends in a purchase. The refresh touched every layer of the site, from typographic fundamentals to usability and accessibility standards. Despite the scope of changes, the result remains recognizably on-brand.
The goal was to improve visual quality and usability while keeping changes to the underlying content structure to a minimum. The data model and content matrix were treated as fixed constraints — which is why, for example, the category link list retains its current form rather than being reimagined as a visual navigation element.
Due to platform constraints, the revised design was not implemented. The following work was developed independently to demonstrate the full scope of the design direction.
Current: Key Issues
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No coherent color strategy
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Visual hierarchy undefined
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Header oversized, product names lack contrast, body type too small
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Off-brand yellow container disrupts visual language
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Footer competes with active page areas instead of receding
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Price tag and primary call to action both easy to miss
Current
Design Proposal: What changed?
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Simplified color scheme with clear visual hierarchy and defined reading order
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Simplified color scheme with clear visual hierarchy and defined reading order
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Decluttered header, legible logo, links that look like links
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Orange primary call to action — visible and unambiguous
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Price tag enlarged and given an inviting color treatment
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Footer scaled back, subscription box redesigned to welcome rather than interrupt
Design Proposal
Current: Key Issues
Visual & Brand Coherence The page lacks a coherent color strategy, and no clear visual hierarchy is established — there is no defined first, second, or third read to guide the eye. The yellow container feels off-brand and disrupts the overall visual language.
Header & Typography The page header consumed excessive space without earning it. Product names lacked sufficient contrast to register clearly, and a significant portion of the body type is set too small to read comfortably.
Footer The footer reads as though it belongs to a different website entirely. Rather than receding, it competes with the page's active areas — carrying more visual weight than the merchandise it should be supporting.
Commerce & Conversion The price tag was undersized and visually uninviting. The primary call to action was difficult to identify, leaving the intended next step unclear to the user.
Design Proposal: What changed?
Visual & Brand Coherence The color scheme has been simplified and the off-brand yellow container removed, resulting in a more cohesive visual language. A clear visual hierarchy is now established, giving the page a defined reading order.
Header & Typography The page header has been decluttered and the logo made more legible. Links are now visually distinguishable as links
Commerce & Conversion The primary call to action is now clearly identified through a consistent orange treatment. The price tag has been enlarged and given a more inviting color. The hero image has been increased in size, giving the merchandise the visual prominence it deserves.
Footer & Supporting Elements The footer has been scaled back appropriately, no longer competing with the page's active areas. The subscription box has been redesigned to feel more inviting.
Redesign for Conversion: Menekshe Law
You have to meet people where they are — that's as true for converting website visitors into clients as it is for public transportation. A law firm website is not a brochure. It is a software application with one primary job: turning a person with a legal problem into a booked consultation.
Old Site: Key Issues
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Stale, generic content addressing no visitor in particular
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Most questions a prospective client would have went unanswered
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No call to action, information without direction
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Team photography that signals presence but not competence
Old Site
New Site: What changed?
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Dedicated page for every practice area — built for search visibility
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Page structure answers visitor questions in logical sequence: specialty → competence → trust → next step → location
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Logo revised for legibility — a forgotten name is a lost client
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Visual design strengthened for branding consistency and accessibility
New Site
Old Site: Key Issues
Content & Relevance The content was stale and generic – a one-size-fits-all approach that addressed no visitor in particular. Most questions a prospective client would arrive with went unanswered.
Conversion No clear call to action was present. The site offered information without guiding the visitor toward a next step.
Imagery Team photography dominated the visual space without establishing competence or communicating how the firm could solve the visitor's problem.
New Site: What changed?
Search Engine Optimization The site structure was redesigned for findability, with a dedicated page for every practice area — ensuring each specialty can be discovered and indexed independently.
Information Architecture The home page was structured similar to the Practice Area Detail pages. It answers visitor questions in a logical sequence, moving from intent to trust to action:
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We can help you. What is this lawyer's specialty?
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Experience. Is this lawyer competent?
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Testimonials. Can I trust this?
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Free consultation. What should I do next?
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Office location. Can I get there?
Logo & Visual Design The logo was revised for legibility — a visitor who cannot recall the name of the firm after leaving the site is a lost client. Visual design was strengthened throughout to improve branding consistency and accessibility.