As part of this redesign, we wanted to convey a few key things upfront. The focus on small business users through friendly, relatable imagery, and the product itself running on devices every small business has. The redesign was also an opportunity to make the homepage look and feel great on any screen size.
Regular rounds of design iteration, copy review and A/B testing took place to create an experience that provided visitors with enough information to continue their exploration of the product and most importantly, create an account.
To achieve an overall level of cohesion and polish, I developed photographic guidelines for photographers all over the world to take great pictures of real customers.