Problem Juniper's website had accumulated inconsistent colours, mismatched CTAs, and disjointed copy from landing page through to the quiz. Moving fast without a design system — and with the marketing team making ad hoc changes — eroded brand trust and hurt conversion. Solution Rebuilt the experience around a clean, neutral palette with clear visual hierarchy and a single focal point: the CTA. Introduced a flexible design system to support consistency at scale. Results Performance page tests across both periods showed strong conversion lifts: LP → QS up 7–13% (variant vs control) QS → OP up 18–26% LP → CP up 10–15% The new design system is now the foundation for all future growth and marketing iterations.