I had to re-design the landing page of ROXi with the aim of optimising the conversion rate, while strictly following the brand guidelines, and the tone of voice of the company. A major issue with the old home page (which is still active) is the poor UX planning, and very outdated UI. ROXi’s website lacks clearly defined identity, and is very cluttered, which creates a bad experience for the customers. I had to solve all those issues, by doing a vast amount of research on their brand, their competitors, their audience, and find a way to communicate their brand proposition in a much more simplistic, yet aesthetically defined way. I used a lot of negative space, and new optimised color palettes, to build a more consistent web brand image, and to shift the focus of the audience from the actual product, to the experiential side of it.