Solution: As a customer/consumer the first impression of a site typically is what stirs you to continue further into it. This is especially important in a business to consumer site (B2C) where the main objective is to gain and maintain customers, making sure that they complete the customer journey through a purchase. An attractive homepage – the once text-heavy home page is reduced with succinct headings to make points with special product options listed directly on the page as a call to action. An approachable product page – My biggest priority in this page design was addressing the concerns raised within the usability test, because product pages are user-dominant and are key in completing the purchasing journey it was important to further prioritize the user and so, my goal was a quick and efficient page. I accomplished this through adding small details and features that would mimic the real world and provide users with familiarity in using the site. A key feature that displayed this was the ‘see the back of pack’ button which would allow you to see the ingredients as you would when handling supplements in real life, which would aid in adding a layer of familiarity providing ease of use considering that the type of user to navigate this site would be overly conscious of ingredients and dosage amounts. An easy navigation – I addressed usability concerns within the navigation by making intentional design decisions such as adding a new menu option; ‘blog’ which is designed to relocate and house all the text heavy content that the previous design had displayed on the home page. By doing this I considered the brand and their content whilst also making the site appropriate for consumers to use without concerns of clarity or credibility, making it fit with conventional design standards and overall, the site's general aesthetic. My next steps would be to turn this concept into a fully working prototype and to conduct another round of user tests with tasks that focus in on the features I’ve added to ascertain whether they’ve had the results I was looking for and to also consider the responsiveness of the site and how these features would work on a mobile.