Our process began with extensive user research, including analysing heatmaps and user session recordings from the existing site to identify key pain points. We then moved into a collaborative design phase, working closely with the ComicBook.com editorial and ad-ops teams to balance user needs with business requirements. We developed and A/B tested multiple interactive prototypes of the new article and homepage layouts, using real-world data to validate our design decisions. The final stage involved creating a comprehensive brand and UI toolkit, which we delivered to their in-house development team for implementation.