Ground-up redesign and rebuild of the prolific content hub in a galaxy far, far away. The Ted Perez approach included a full audit of content and IP; an anthropological user analysis to define belief systems, core values, and brand expectations; a definition of site architecture, system architecture and specifications; and brand evaluation and application. The resulting site saw a 33% increase in session duration, a 24% increase in page views, and an 18% increase in monthly visitors — culminating in a 2017 Webby Award [People’s Voice Winner].