I was recently given a UI art test by Nolo, the HUGE online legal resource. They wanted me to redesign their home page which is currently pretty cluttered. They wanted it more stream-lined. I noticed their featured call to action was the "Will Maker" software and books. I made a point of keeping that a prominent element. Other than that I wasn't sure what content they wanted to prioritize, so I made a couple different versions of the design with different elements shown.
In order to stream-line the site I started by dropping some of the less needed information and widgets. Some of these sections were actually shown twice on their old design. I then reduced the amount of fonts used. I believe my current design uses only two basic web friendly fonts at a couple weights. I also did a subtle redesign of their logo.
Next I helped stream-line by simply attacking the vernacular they used. They had a lot of unnecessary redundancy. In their old nav it said things like "Find A Lawyer" followed by a tag line of "Nolo's Lawyer Directory.” I thought these tag lines were pointless. I also changed segment headers like “Nolo Books & Software” to just “Books / Software”. You are on Nolo’s site, it can be assumed you are looking at their products.
Next I dropped a lot of the bevels, drop shadow effects, and section lines they had. Sometimes this stuff is great but the look I wanted was very minimal. Lastly, and probably most noticeably, I reduced clutter AND gave focus to the primary call to action by removing most of the unnecessary color in other sections.
I chose to show my design as it would responsively react to a tablet. They really like what I did and offered me some potential work:)
Below are some before and after images: