WEB PROJECTS

  • Craft User Experiences

    My goal in creating web pages is to do it with a ‘user first’ mentality. The design should not only be visually pleasing, but it should also be intuitive.

  • Design For Functionality

    When designing a web page there will often be limitations due to the website’s platform, timelines, and capacity. I have found it critical as part of my design process to collaborate with developers & other stakeholders to ensure a design can be executed smoothly.

  • Grow Business Performance

    The overarching goal of redesigning or creating a new web page is to grow business. Internal data shows higher user retention equates to higher conversion which means more customers through the doors. Effective design is the catalyst for this.

PEP BOYS CONTENT HUB

Challenge:

  • One of the primary goals when I joined the Pep Boys team was to support SEO initiatives. Our largest competitor, Firestone, was producing content articles to inform potential customers about auto or tire services they may need for their vehicle. At the time, our content articles were not easy to access for users.

Action:

  • I was tasked with designing a content hub to house our content articles. The content hub was divided into 3 segments: 1). Recent articles 2). Popular articles 3). Auto Care/Tire Care articles. In the auto care & tire care section, users are able to filter categories via clickable tabs.

Results:

  • The content hub removed friction for users who wanted to access our articles in order to make informed decisions on how to maintain their vehicle. As a result, the content hub from its April 30th, 2024 launch to present has generated over $1.5 million in net new margin for the company.

MAIN SERVICE LANDING PAGE

Challenge:

  • The previous main service landing page made it difficult for users to find which auto or tire service they need for their vehicle. It was a quadrant layout that placed services into incorrect categories - some services were not even listed at all.

Action:

  • The page needed an extensive redesign from the ground-up. When brainstorming what an ideal page would be, I envisioned a page with icons and service names in a grid like pattern that would be easy to understand and use. The containers needed to be sized in such a way that it would be friendly for both desktop and mobile users.

Results:

  • The launch of the new main service landing page removed various friction points in the customer experience. The page’s redesign also brought it up to standard of other pages being designed or redesigned on the website.

Additional Web Pages

HOMEPAGE UPDATES

Challenge:

  • Every few weeks, new promotions are planned to drive business. This requires the hero, main banner, and secondary banners to be updated with appropriate imagery, copy, and disclaimers.

Action:

  • I mockup what the homepage banners should look like and create live text versions. The live text banners get sent to the developers on the team who code text onto them - we do this for accessibility and SEO crawl.

Results:

  • The creative refreshes allows the website to have a unique look for each promotion while adhering to established brand guidelines. This portrays us as active & excited to our customer base.

Web carousels

Challenge:

  • At Pep Boys, we have anywhere from 15-20 promotions running at a time. Not every promo can be featured on the homepage in the 4 main slots.

Action:

  • To include the other promos, they are fitted onto smaller banners which make up a rotating carousel. Banners are designed for both desktop & mobile specs.

Results:

  • The other promos that aren’t as seen as volume drivers are still marketed to customers that come onto the website looking for auto service and tire deals.

Lightbox Pop-up

Challenge:

  • The CRM team needed a pop-up designed for the website to support customer acquisition.

Action:

  • Working closely with the CRM Director, CRM Specialist, and the IT team, I designed the lightbox pop-up to be bold, quickly readable, and house necessary info such as disclaimers. My mockups were taken & then coded for production.

Results:

  • Since launch, the pop-up was successful on the coupon page and became a tool used on event pages to gain more customers.