At the time, this website was merely paying for itself. Making money only for it to break even each month. This is good for short period of time but really bad in the long run. A new concept was thrown around toward figuring out how to take an already successful e-commerce site and turn it into a money making a machine.
Below are some of the design artifacts used to convey my vision of the new direction.
Wireframes were created only to visually see the placement of new functionality. Key components of the shopping experience were designed specifically to mimic other successful sister sites that we managed.
I designed the new direction based on the audience we were targeting. Big business and users with an annual income of 200k or higher. Though these were just concepts of a new direction it really was fun seeing how a different business model can change the way something looks and feels.