Steeda Autosports

The largest Ford performance parts manufacturer in the USA. I re-invented their online presence consisting of four e-commerce sites, providing parts for Mustang, Focus, Fusion, and Fiesta.

Research

Google Analytics was invaluable in helping determine the most popular vehicles, makes, models, years and parts for each. This helped me build the information architecture for the products, including which meta is most important, their categorization, their hierarchy and their individual promotion positions on the pages. A/B testing the new site against the previous one in Google Analytics was one of my main points of data that drove the optimization of the site.

Working directly under the CEO, and on a site where customers would bring in their cars for upgrades, and where we housed the custom built Steeda cars, I was able to directly interact with the end users, getting a feel for their personality types, making user profiles an easy task. It also made creating user flows and paths much easier. I also installed feedback plugins and collected feedback from the sales team.

Design

The information hierarchy was built upon the most popular parts reported by Google Analytics. The navigation and sub navigation then mirrored the categorization of parts (starting at model, then to year, category, then sub-category), The users were almost always car enthusiasts who knew exactly what they wanted so the mission was to help direct them to what they were looking for. This navigation style catered to this, and the search bar included on the sticky header picked up any slack, and provided shortcuts to get the users to their parts faster.

The most popular parts were always hoisted to the top of pages, descriptions, links to and CTAs were designed to be as apparent as possible to help steer the repeat customers, and customers who came to learn about the best offerings from Steeda. Imagery from their events was included in a lot of the hero portions of pages to promote our most loyal community members, and raise awareness of such events.

Leveraging feedback and data from the new analytics and feedback tools, I was able to reduce and streamline the checkout process. We integrated a one page checkout, and added new promotional code sections which we also included to specific user groups via targeted advertising. We saw increases in user satisfaction, goal completion, and uptime across the board.

Development

After rebuilding the CS Cart sites for Mustang, Fiesta, Focus, and Fusion sites (PHP, HTML, CSS, Javascript, and jQuery) I then pitched a new platform 3D Cart. 3D Cart was far more modernized, stable, mature, and offered better architecture, support and front-end customization. Their headquarters was also less than 10 miles from our location, they brought us on site during onboarding and provided priority support. Integrations for the ERP and payment processing systems were new pieces we were able to get in the works with this new platform.

I build the UI with my custom build component library. Hero (top left): Re-useable as a masthead item at the top of pages, or as an informative separator with a prominent call to action. Featured Product (top right): Allows displaying products in a manner that both grabs attention but doesn't interrupt the users visual flow, or scream for attention while browsing. Slider (bottom): Allows maximizing exposure to applicable items and products in the displayed category who's header is shown above on desktop. On mobile, the items would then be 100%, with the ability to tap the arrows, or swipe the image to slide to the next product.

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