---
type: area
status: Active
owner: Web
team: Research; Design; Product; Sales; Support
created: 2025 Oct 28, 15:30
folder: ACME/Areas
icon: truck
icon-color: purple-600
bg-color: purple-50
bg-color-dark: purple-950
---
# Project Aurora: Website Redesign
> Elevate our brand, improve conversion, and deliver a faster, more accessible experience across key pages.

**→ Goal:** Refresh brand, improve conversion, and boost performance across key pages

- Outcomes:
	- Increase homepage conversion by **+15%**
	- Reduce **LCP < 2.5s** on top 5 pages
	- Ship **Design System v2** to production
- Scope:
	- Pages: **Homepage**, **Pricing**, **Signup**, **Docs landing**
	- System: **tokens**, **components**, **accessibility**

---
## Timeline
- **Phase 1 — Discovery:** 2 weeks
- **Phase 2 — Design:** 3 weeks
- **Phase 3 — Build:** 4 weeks
- **Phase 4 — Launch:** 1 week

## Links
- [[Stakeholder Interviews]]
- [[Q4 Product Roadmap Review (05-11-2025)]]
- Figma: https://figma.com/file/XYZ/website-v2
- Tracking: https://linear.app/acme/team/web

## Tasks
* Project kickoff >2025-11-03
	+ Stakeholders confirmed
	+ Agenda shared
* Measurement setup >2025-11-04
	+ GA4 access
	+ Core KPIs list
		+ Analytics events & tracking plan
* UX architecture
	+ Sitemap & IA proposal
	+ Page inventory
* Implementation
	+ Homepage hero prototypes
	+ Migrate Pricing page
* Quality and launch
	+ Performance/accessibility audit (Lighthouse, AXE)
	+ QA: a11y + performance
	+ Launch + rollback plan
	+ Post-launch review

## Notes
- Decision log:
	- Keep **blue** as primary; expand **neutrals** for contrast
	- Move **pricing toggle** above the fold for clarity
- Risks:
	- Scope creep on **Docs**—keep to landing only
	- Performance regressions from **hero video**
- Mitigations:
	- Define **freeze date** for scope changes
	- Use **lightweight video** with fallback image

## Meeting Agenda Template
- Purpose: status + blockers
- Updates:
	- Design
	- Engineering
	- Content
- Blockers
- Decisions needed
- Next steps

## Checklist: Launch Day
+ Analytics verified in staging
+ CDN cache rules configured
+ Redirects map uploaded
+ A11y smoke test passed
+ Performance budgets enforced in CI
+ Monitoring dashboards live

## Backlog
- Add **dark mode** tokens
- Experiment: **shorter signup form**
- **Case studies** page template
- **Lighthouse CI** integration

## Metrics
- KPI:
	- Conversion (visit→signup)
	- LCP, CLS on target pages
	- Bounce rate on Pricing
- Reporting cadence: weekly in [[Web Analytics Dashboard]]

## Snapshot
| **Item** | **Owner** | **Status** |
| -------- | --------- | ---------- |
| Homepage redesign | Design | In progress |
| Performance audit | Engineering | Planned |
| Design tokens v2 | Design System | In progress |
| Analytics plan | Data | Planned |
