Drawing from my background in education, I approached the redesign as a teaching problem rather than a marketing problem. Research shows that people learn complex concepts best when information is introduced progressively, supported visually, and reinforced through multiple formats. Instead of treating the site like a repository of information, we designed it as a guided learning experience.

Complex ideas were broken into digestible concepts, visual storytelling reduced cognitive load, and short-form animations helped explain foundational topics before introducing more advanced ones. This approach became the foundation for stakeholder alignment and ultimately transformed the experience from a technical explanation into an educational journey.