- Not mobile friendly
- Confusing taxonomy
- Customers found it difficult to navigate or find products
- Inconsistent design across categories
- Overload of categories and confusing category placement
- Vague merchandising and information architecture
- Onerous features and functionality
- Lack of flexibility
- Lack of content and merchandising opportunities
- Heavy dependency upon development teams

- Mobile-first, consistent and accessible design
- Increased findability of categories, store, search, etc.
- Information architecture aligned with ux best practices
- Increase taxonomy comprehension
- End-to-end, data-driven personalization
- Baked in conversion improvements
- Simplified business manager tools
- Increase in bundles and sets

This redesign demonstrates the power of research-driven design decisions, enhancing both user satisfaction and business performance.
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