Epinions is an online service which provides consumer-generated reviews, buying tips and advice, ratings and price information on thousands of products. Around since Web 1.0, they desired an updated 2.0 look. A new look and feel for the site was proposed using the existing technology, features and functionality. Entry pages were designed that would create a search jump-off point, as well as personify and focus the user experience. Second level pages were revamped and modernized while highlighting the reviewer community.