The existing website was difficult to use, lacked ‘stickyness’, and created frustration about unavailability of too many items for users. My redesign re-envisioned the website with mockups. After being able to understand and know all the content, I created pages that would provide more excitement and immediacy, more items to choose, the appearance of ‘always full shelves’, and an advanced search. The re-design, though favorably received, did not get produced at this time.