I am the Head of UX in AOL. Our target audience aged 25 to 55 and evenly split between males and females. Most of our shoppers are living in cities, they work many hours and earn above average. Time is a valuable assets for our target audience.
We want you to stick to our colour palette. However we encourage you to challenge our design language. We are looking for a fresh look using minimal colours. Less is more. Another example can be seen in attached file. You can see how clean the design is and how the icons being used have been custom drawn.
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