Product discoverability + Branding
Dissecting the current website, it was obvious there was room for clearer/better information architecture to improve navigation and discoverability within the site. This was confirmed with the very high bounce rate and an average session duration of 1 minute.
The current branding and visual design of the current website felt impersonal, outdated, as a result, couldn’t connect with the current target audience. The old logo looked dated and difficult to display across multiple platforms. From a UX perspective, the value offerings were not clear to the target audience as they did not know how the product fits and enhances their current lifestyle.