The Modern Lights website redesign was much needed with a focus on improving user experience, mobile-first design, branding, sales, search engine optimisation, performance, security, and analytics. The objective of the redesign was to create a more user-friendly and efficient website that better communicated the brand’s values and messaging to visitors. The redesign aimed to increase sales through optimised conversion tactics and streamlined checkout processes. Additionally, the new design also needed to be optimised for fast load times and enhanced security measures to protect customer data. Improved tracking and analytics also needed to be incorporated to allow the company to better understand user behavior and make data-driven decisions.