Updated Site Architecture
With the new sophisticated design came a re-evalutation of how the potential consumer would want to interact with the website. A switch in focus to move the site architecture toward product purchases put the product categories and sub-categories as the main site navigation. Other information that may be of interest, but not the primary focus were moved to a secondary navigation in the footer. Consumers start with finding the products they are looking for from the first moment they arrive.
The user interface is familiar, as it follows well established online store conventions, designed to turn views into purchases.