OneWed became the 5th most visited wedding website online after our redesign, but design can't fix an overcomplicated product. When we inherited OneWed, it was immediately clear that we'd have to do more than just rebrand it. We had to completely reorganize and reimagine the site while maintaining the elements that were already bringing in traffic and money (a compromise I believe was ultimately damning). The challenge was that we had a vendor directory that was active and bringing in money, a huge directory of wedding products (a data goldmine in the wedding world), and killer SEO based largely on our editorial. To remove any one of those components in order to simplify the product would be like chopping a limb off and was considered too risky. The redesign transformed OneWed from a disorganized SEO trap into the 5th most visited wedding website online. Getting to this solution was largely a matter of rewriting the information architecture — analyzing the available elements of th