Background is a site redesign of back in 2008. It was a crunch time around summer to push the site out but it was a concerted team effort and collaboration. At the end of the day, we were so glad we did it!

Design rationale

Professionalism, information above the fold, usability, focus on user essentials.

Roles involved

Information architecture, interaction design, user research.


As is a membership based service, conversion is key to the business. The site redesign increased the conversion but the on-going experiments (AB or multi-variants) revealed many interesting findings. I presented those findings in the 2010 IA Summit.