The website of client was extremely high on words and was flooded with information on each page. The whole business is extremely technical and confusing to present users. We were required to break down the complexity of data and provide a clear path ensuring it was informative enough yet was not overwhelming. We started with understanding users and it was clear that end users represented niche segment aware of the business and were specifically looking for some information on the site. Our first task was categorization of data and structure along the lines of action orientation and data preference of users. Second, was to balance the data with visual elements and hence, lot of paragraphs were converted into self-explanatory illustrations. We were able to fine tune the entire website that worked on a subconscious level of users and directed them to the required information just with a glance.