AuthorLoft Website Redesign

When I first looked at AuthorLoft, I didn't want to redesign it just for the sake of making it look better.

I wanted to understand what the product was actually helping authors achieve and why an author would choose it.

So I looked at the product from an author's perspective and focused on one question:

The redesign focused on creating a stronger hierarchy around the core proposition, making the product easier to understand and giving the important parts of the page more room to breathe.

I simplified the hero, strengthened the messaging to make the decision-making process clearer.

The goal wasn't to add more.

It was to make the important things easier to see, understand, and act on.