Karndean wanted the ability to send each of their user segments down a very tailored path. I began by mapping out the information architecture and wireframes, creating a framework by which a corporate and retail customer could easily navigate and browse the content they were interested in. I fleshed out this framework with indicative content, so the communication hierarchy was similar for the two groups, and then in the final designs, began to tailor content and language to be more relevant to each persona to drive engagement and maximise conversion.