Submarino Viagens is a Brazilian travel website that had this amazing redesign with a vibrant system utilized photography, rich color, and quirky typography to make the site feel accessible and familiar to previous customers. Check it out!
Designing is all about communication, find the right way to reach the audience and engage them. A good user experience is when users get what they want with little or no effort. Simplicity is key but how can you make something simple when there's a lot to show.