Hick’s Law - There were too many decisions that a visitor could make on most of the website.

Miller’s Law - The number of things customer needed to remember while going through different steps of the purchase process were difficult to juggle. Which part they needed, if the parts matched their requirements, and if they were on the correct page of the website to complete a purchase were a few.

Visual Hierarchy - The visual weight on the website was misaligned and distributed across multiple decisions equally.

Contrast - There was low contrast on key sections of the website, especially on the home page Hero section.

Customers struggled with:

- Complex navigation made it difficult to move through the sales funnel

- Lack of clear purchase actions led to abandoned carts

- Visual elements detracted from clear next steps

- Unprofessional design reduced trust with new visitors leading to high bounce rates

Design to delivery was a smooth handoff.

Weber’s Law:

The original website was developed in Wix, and rather than transfer the website to a new platform which would likely have taken considerable effort for TALFLO to adapt to, I opted to update the website in the same space.

I implemented the new website design from Figma, and optimized the images, meta data, and layouts for SEO.

Default Bias:

During implementation I photographed the existing products and created standardized product images in alignment with Amazon Seller Standards. This look would be familiar purchase process to most American customers.