A shift in focus saw us reworking this site, which we had designed and built only a short while before. From a merchandising and information architecture point of view we reorganised the structure to reflect the change of merchandise and intended audience. From a usability point of view, we worked to simplify the purchase process, including account creation and checkout. From a visual point of view, we introduced a clean, minimal look which displayed the products effectively. We also gave the customer accounts area a thorough re-working The site has been modified again since then.