We redesigned the official website of Taiwan Mobile, focusing on two key UX strategies: “adding explanations” and “reducing choices.” User interviews revealed that about 80% of users struggled with the old site due to vague function descriptions and excessive options. To resolve this, we streamlined the information architecture, removed unnecessary options, and added contextual explanations with visual guidance for less familiar but important services. Usability testing showed these improvements greatly enhanced navigation fluency and comprehension.We also extended the humanized service experience of physical stores online, offering more personalized content and dynamic guidance, allowing users to feel both cared for and supported.Visually, we applied a clean and streamlined style that blends digital sophistication with a friendly, vibrant tone. The design delivers a clear and refreshing interface, highlights Taiwan Mobile’s drive for digital innovation, and reinforces its customer-centric values, creating a new website that is professional, efficient, and warm.