B2C Value Props 1 4 7 2 5 8 3 6 9 ➀ One Shopper Login to Rule t hem All ➁ The Impressively Effor t less Checkout ➂ 404 Error ④ More Choices at Checkout ver 1 ⑤ More Choices at Checkout ver 2 ⑥ Peace of Mind When You Pay ver 1 ⑦ Peace of Mind When You Pay ver 2 ⑧ Empty State ver 1 ⑨ Empty State ver 2 Introduction Strategy Tone of Voice Logo Color Typography Ar t Direction Iconography Expressions Components Motion Contact Illustration 99