Royal Oaks desired an updated web site that would support their mobile users, present a more simplified UI, and decrease bounce-rate due to users not finding desired content. They also wanted an updated design to be more warm and inviting. They wanted a way to bring some of the vibrancy of the resident personalities into the design. I was the design lead on a team including a project manager, a developer, a UX expert, SEO specialist, and a UI designer (myself). We evaluated analytics from the previous website and determined that poor retention of users is probably due to busy landing pages since many users only visited a landing page then exited the site. I worked with our UX expert to create wireframes to express the updated IA and to work out a new concept that skipped landing pages altogether allowing an opportunity for undiluted SEO on targeted pages. I also created wireframes for various breakpoints showing how content would re-flow and adjust for different browser widths. We conducted informal user experience studies to see how the non-landing page concept would work. Satisfied with the feedback, we presented to the client. Once approved I began working on the UI design. I explored various color studies and design approaches starting with pencil sketches then moving on to create loose computer sketches for initial design approval. Once a direction was determined, I began working on a high-fidelity prototype. I came up with a concept of creating a slideshow on the home page where photos of residents are masked to “break through” the header elements. I also created a small flourish to break up some of the rectilinear look of the site. I developed the HTML, CSS/SCSS and coded 80% of the JavaScript and PHP. I built the site on the Intellogy CMS, populated the content, and supported the site. Analytics showed that the bounce-rate had improved significantly.