In the first phase of the redesign, I received the project briefing and immediately started researching the brand Decoded. I analyzed the current website and discovered that the purchasing process could be much faster, which led me to sketch several new customer journeys and further develop one of them. I then researched competitors and websites that matched Decoded’s desired look and feel. I gathered all inspiration and reference images in Figma to create a moodboard, which helped shape the new visual style. From these moodboards, I moved on to the design phase.