Last week I took you through the Highrise signup chart redesign.

This week I want to talk about part of the Highrise home page redesign that we’ve already redesigned. The design is alive – we’re making a lot of small tweaks post launch.

Original: In the cards

When we launched the new Highrise site, we had a block in the middle of the page that looked like this:

Three “cards” as we call them. Each card highlighting a major feature of Highrise. The idea was to rotate these cards every once in a while. They looked good and gave the page a nice splash of color, but they didn’t communicate very well. We were using 163,566 pixels, but we weren’t really saying anything.

Redesigned: In the icons

So we decided to make a change. Instead of using all that space to advertise three features, we thought we’d try using it to communicate eight benefits instead. So in a couple hours we came up with this:

Eight benefits, concisely explained, each with an icon for some color and identity. Now that block says something. There’s more to swallow, but it’s easy going down. And it’s only 98 pixels taller than the cards design. Here’s the overlay (the red is the extra height):