What happens when a brand has all the right information but still misses the connection?

That was the problem I ran into when redesigning the website for MyGreen Lamp. I'd heard of red light therapy. I'd heard of blue light therapy. But green light therapy? Not a clue.

So naturally, I opened the existing website as a first-time customer. The science was there. The research was there. The statistics were there. Everything I should have needed to trust the product was technically right in front of me.

And yet…I still didn't understand what it was, why I needed it, or how it could help me without stopping to thoroughly read through the site.

That's a problem.

Because most customers aren't coming to a website prepared to conduct research. They're subconsciously looking for answers to three questions:

What is this? What's in it for me? Can I trust you?

If those answers aren't clear quickly, you've already created friction between the customer and the product. So I started digging.

Plot twist: I was the customer.

Once I stripped away the technical language and started understanding what green light therapy could actually do, something clicked:

I was practically the ideal customer for this product.

One of its biggest applications is helping people manage migraines through green light exposure without medication.

Wait…. Potential migraine relief? Drug-free? From a lamp I can use at home?

Okay. Now you have my attention.

And that realization completely changed how I approached the redesign. The problem wasn't that MyGreen Lamp didn't have enough information. The information wasn't being translated into a story the customer could immediately see themselves in.

Dexter's Laboratory, meet Dee Dee.

The easiest way I can explain the original experience? It gave me Dexter's Laboratory vibes. Dexter had the science. The experiments. The research. The technical knowledge. All incredibly valuable. But how do you explain all of that to the Dee Dees of the world? (In this situation, I am absolutely Dee Dee.)

The existing website leaned heavily into scientific findings, statistics, and research. That credibility needed to stay but the experience felt closer to reading a research project than discovering a finished consumer product that was already available, established, and ready to purchase.

So instead of removing the science, I changed the hierarchy:

Lead with the human problem. Introduce the solution. Explain the benefit. Then bring in the science to prove it.

That became the foundation for the new copy, messaging, and UX/UI.

Then I took it to the streets.

Designing something that I thought worked wasn't enough. I wanted to know whether the people MyGreen Lamp was actually trying to reach understood it too. So after developing the first redesign concept, I recruited four participants who closely matched the brand's ideal customer profile and had them experience the website as first-time visitors.

I watched where they paused. What they read. What caught their attention. What confused them. And most importantly, what they did without being prompted. That's when things got interesting.

Instead of quickly scanning past the content, participants slowed down and started reading. They leaned toward the screen. And then the questions started: “How much is this?!”

One participant went even further: “I need this like yesterday!”

That was the moment I knew the redesign wasn't just making the website prettier. It was changing the conversation between the product and the customer. Before they ever reached the checkout experience, users were already demonstrating purchase intent.

The three questions I started with were being answered:

What is this? ✓ What's in it for me? ✓ Can I trust it? ✓

And now they were asking a fourth:

Where do I buy it?

Test. Learn. Refine.

The testing wasn't about proving my design was perfect. It was about finding where it wasn't. After each session, I collected participant feedback through a questionnaire and compared their responses against what I'd observed during testing. That uncovered additional opportunities. Information users wanted sooner, areas that needed stronger clarification, and moments that simply needed a little more TLC.

So I went back to the drawing board. I refined the hierarchy, messaging, copy, and user experience based on what actual potential customers had told me. Only then did I prepare the final presentation for the client.

What started as a website redesign became something bigger.

The original ask was straightforward: Redesign the website.

What I ultimately presented was much more than a visual refresh. I walked the client through the communication gaps I'd identified, the strategy behind the new experience, the user testing I'd conducted independently, what participants had told me, and how those findings influenced the final design. Because good design isn't just about making something look better.

It's about understanding where the connection is breaking and designing a better way for the brand and customer to meet.

For MyGreen Lamp, the science was already there. The credibility was already there. The product was already there. 

My job was making sure the customer could finally see why it mattered to them.