Most people tend to overlook (hopefully not forgive) bad design and usability if they’re accustomed to such things. But, once you realize that design is actually there to make your life easier, not just to prettify stuff, then things change for the better… like making more money for your business.
Initially, the store just needed to update the site to be on brand. However, once the IAs got under the hood (and saw the horror), a superficial makeover was the least of the store’s worries. With usability and structure issues at the core of the problem, we overhauled the architecture and the interface to work with the customer.
If you’re faint of heart, I suggest that you skip the last two screenshots of the “before” design.
