Lightening the Load for Heavy-Duty Customers
Role
Creative Director
Market
B2B, Direct to Consumer
Activities
Heuristic Analysis, Competitive Benchmarking, User Research, Visual Design
Impact
2x increase in average order revenue
36% increase in revenue
Project description
Project description
Project description
Timeline
Timeline
Timeline
The original project was 8 weeks of foudational design work through Q1 2021. Ongoing design and FED support continuing through 2023.
The original project was 8 weeks of foudational design work through Q1 2021. Ongoing design and FED support continuing through 2023.
The original project was 8 weeks of foudational design work through Q1 2021. Ongoing design and FED support continuing through 2023.
Project Goals
Project Goals
Project Goals
FleetPride, a leading distributor of heavy duty truck and trailer parts as well as maintence provider for the heavy-duty truck industry, needed to enhance their digital experience to meet the needs of the modern customer by exanding their customer user management capabilities and streamline the path to purchase. Due to the nature of FleetPride products, leveraging fitment data and providing feedback to the user in realtime as to the compatibility of the part they are searching for was extremely crucial. End customers needed to be reassured throughout the browsing process that the part they are looking for would be compatible with the vehicle that they are looking to service. FleetPride also needed the ability to build out a single cart with products that would be sourced from a variety of locations based on product availability and user preference.
FleetPride, a leading distributor of heavy duty truck and trailer parts as well as maintence provider for the heavy-duty truck industry, needed to enhance their digital experience to meet the needs of the modern customer by exanding their customer user management capabilities and streamline the path to purchase. Due to the nature of FleetPride products, leveraging fitment data and providing feedback to the user in realtime as to the compatibility of the part they are searching for was extremely crucial. End customers needed to be reassured throughout the browsing process that the part they are looking for would be compatible with the vehicle that they are looking to service. FleetPride also needed the ability to build out a single cart with products that would be sourced from a variety of locations based on product availability and user preference.
FleetPride, a leading distributor of heavy duty truck and trailer parts as well as maintence provider for the heavy-duty truck industry, needed to enhance their digital experience to meet the needs of the modern customer by exanding their customer user management capabilities and streamline the path to purchase. Due to the nature of FleetPride products, leveraging fitment data and providing feedback to the user in realtime as to the compatibility of the part they are searching for was extremely crucial. End customers needed to be reassured throughout the browsing process that the part they are looking for would be compatible with the vehicle that they are looking to service. FleetPride also needed the ability to build out a single cart with products that would be sourced from a variety of locations based on product availability and user preference.
Process
Process
Process
Research & Planning
Research & Planning
Research & Planning
We began with multiple discovery workshops to build a competitive landscape for FleetPride, assessing what users within the industry are interacting with through the course of business. We used this landscape as a backdrop for our heuristic analysis, identifying areas for focus during our redesign and rebuild process. By establishing a priority matrix, we can focus on high return areas to maximize the efficiency of our efforts. We also engaged directly with customer service representatives as well as customers directly to identify areas of focus.
We began with multiple discovery workshops to build a competitive landscape for FleetPride, assessing what users within the industry are interacting with through the course of business. We used this landscape as a backdrop for our heuristic analysis, identifying areas for focus during our redesign and rebuild process. By establishing a priority matrix, we can focus on high return areas to maximize the efficiency of our efforts. We also engaged directly with customer service representatives as well as customers directly to identify areas of focus.
We began with multiple discovery workshops to build a competitive landscape for FleetPride, assessing what users within the industry are interacting with through the course of business. We used this landscape as a backdrop for our heuristic analysis, identifying areas for focus during our redesign and rebuild process. By establishing a priority matrix, we can focus on high return areas to maximize the efficiency of our efforts. We also engaged directly with customer service representatives as well as customers directly to identify areas of focus.
Design & Prototyping
Design & Prototyping
Design & Prototyping
Streamlining the informational hierarchy and removing friction for the main paths to purchase was the next step. During the initial foundational design process, a scalable design system was planned and implemented to ensure a cohesive experiences for all of the users’ goals. This design system was build to be iterative, growing with the business as they expanded their digital content goals.
Streamlining the informational hierarchy and removing friction for the main paths to purchase was the next step. During the initial foundational design process, a scalable design system was planned and implemented to ensure a cohesive experiences for all of the users’ goals. This design system was build to be iterative, growing with the business as they expanded their digital content goals.
Streamlining the informational hierarchy and removing friction for the main paths to purchase was the next step. During the initial foundational design process, a scalable design system was planned and implemented to ensure a cohesive experiences for all of the users’ goals. This design system was build to be iterative, growing with the business as they expanded their digital content goals.
Development & Implementation
Development & Implementation
Development & Implementation
Our UI designer, front-end development team, and I collaborated with the FleetPride's Salesforce development and QA team to create devepment sprints that allowed us to rapidly build and iterate design into production.
Our UI designer, front-end development team, and I collaborated with the FleetPride's Salesforce development and QA team to create devepment sprints that allowed us to rapidly build and iterate design into production.
Our UI designer, front-end development team, and I collaborated with the FleetPride's Salesforce development and QA team to create devepment sprints that allowed us to rapidly build and iterate design into production.
Testing & Optimization
Testing & Optimization
Testing & Optimization
FleetPride engaged with our team through 2023 in design and front-end development capacites to build off of our Foundational Design approach established in this project. I worked with Primary Stakeholders to view user patters within HotJar, identifying any areas where additional design focus was required.
FleetPride engaged with our team through 2023 in design and front-end development capacites to build off of our Foundational Design approach established in this project. I worked with Primary Stakeholders to view user patters within HotJar, identifying any areas where additional design focus was required.
FleetPride engaged with our team through 2023 in design and front-end development capacites to build off of our Foundational Design approach established in this project. I worked with Primary Stakeholders to view user patters within HotJar, identifying any areas where additional design focus was required.
