The goal of the UX strategy was to create a user-friendly platform that allows for easy purchases and resolves issues with the current website structure. The sitemap emphasised a simplified purchase and registration path, promoting informed, inspired, and excited engagement before conversion. We aimed to integrate sales seamlessly into the user experience while balancing product push with brand information and lifestyle inspiration. My main focus was to realign the information architecture, simplify the path to purchase and registration and implement a mobile-first approach and modules. I optimised content visibility through promo block mapping, ensuring that important areas were easily accessible.