I was recently challenged to come up with a visual design approach to a complex proof of concept that would eliminate the need for templating widgets within our product websites. This widget-less concept would open up the door for me to take website design to a more interactive level for our product, and also afforded me more flexibility and creative control. As a result, I was able to tell a story for the first time, providing a better user experience, conversion–centric approach to leasing, and a scalable mobile-friendly website theme for product. ///