Power Driven Diesel

Overview

This wasn’t about making things look nicer — it was about getting out of the user’s way. I tore down a bloated, confusing site and rebuilt it into something lean, fast, and purposeful. No fluff, no distractions — just a frictionless path from homepage to product. The result? Users stopped guessing and started buying.

Goals

  1. Simplify product discovery
    Flatten the nav, reduce noise, and make it dead simple to find the right part — fast.

  2. Clarify product info to reduce confusion
    Reorganize PDPs for skimmability, highlight compatibility, and remove friction for first-time and repeat buyers alike.

  3. Cut bounce and increase trust
    Create a clear, confident UI that feels fast, focused, and professional — without looking like a generic auto parts site.

My Role + Responsibilities

Redesigned UX to cut clutter and guide users from homepage to checkout faster. Boosted task speed and trust by simplifying layout, nav, and PDPs.

Team

1 developer, 1 marketing lead. I owned UX audits, wireframes, UI design, testing, and handoff for a streamlined eCommerce rebuild.

Power Driven Diesel

Overview

This wasn’t about making things look nicer — it was about getting out of the user’s way. I tore down a bloated, confusing site and rebuilt it into something lean, fast, and purposeful. No fluff, no distractions — just a frictionless path from homepage to product. The result? Users stopped guessing and started buying.

Goals

  1. Simplify product discovery
    Flatten the nav, reduce noise, and make it dead simple to find the right part — fast.

  2. Clarify product info to reduce confusion
    Reorganize PDPs for skimmability, highlight compatibility, and remove friction for first-time and repeat buyers alike.

  3. Cut bounce and increase trust
    Create a clear, confident UI that feels fast, focused, and professional — without looking like a generic auto parts site.

My Role
+ Responsibilities

Redesigned UX to cut clutter and guide users from homepage to checkout faster. Boosted task speed and trust by simplifying layout, nav, and PDPs.

Team

1 developer, 1 marketing lead. I owned UX audits, wireframes, UI design, testing, and handoff for a streamlined eCommerce rebuild.

Power Driven Diesel

Overview

This wasn’t about making things look nicer — it was about getting out of the user’s way. I tore down a bloated, confusing site and rebuilt it into something lean, fast, and purposeful. No fluff, no distractions — just a frictionless path from homepage to product. The result? Users stopped guessing and started buying.

Goals

  1. Simplify product discovery
    Flatten the nav, reduce noise, and make it dead simple to find the right part — fast.

  2. Clarify product info to reduce confusion
    Reorganize PDPs for skimmability, highlight compatibility, and remove friction for first-time and repeat buyers alike.

  3. Cut bounce and increase trust
    Create a clear, confident UI that feels fast, focused, and professional — without looking like a generic auto parts site.

My Role + Responsibilities

Redesigned UX to cut clutter and guide users from homepage to checkout faster. Boosted task speed and trust by simplifying layout, nav, and PDPs.

Team

1 developer, 1 marketing lead. I owned UX audits, wireframes, UI design, testing, and handoff for a streamlined eCommerce rebuild.

Live Preview
Live Preview
Live Preview
Logo
Logo
Logo

Timeline

Q4 2023

Client

Power Driven Diesel

Category

E-commerce | Product Design | Brand Design

Product Duration

2 Months
Problem
Problem
Research
Research
Development
Development
Results
Results

Problem

Problem

Problem

Power Driven Diesel had a high-traffic site—but it was cluttered, confusing, and slow to navigate. Users struggled to find products, and drop-off was high before checkout.


The core issue: a disorganized layout and unclear navigation were getting in the way of revenue.


I was brought in to fix that — not with trendy visuals, but with UX decisions that made finding and buying performance parts faster and easier.

Assets PDD
Assets PDD
Assets PDD

Wireframing

Wireframing

Wireframing

To identify where users were getting lost, I conducted a full diagnostic:

  • UX Audit: Flagged visual clutter, inconsistent UI patterns, and redundant CTAs

  • User Interviews (n=10): Users said they “didn’t know where to start” or gave up mid-search

  • Competitor Review: Benchmarked against leading automotive eComm sites to define UX standards

  • Stakeholder Sessions: Clarified business goals (boost AOV and reduce bounce rate), which shaped design priorities


Persona

Goal

Frustrations

Mike (33, DIY Tuner)

Find compatible parts fast

Navigation is too deep, search results cluttered

Tina (41, First-Time Buyer)

Understand what fits her truck

Product info too technical, unclear hierarchy

To identify where users were getting lost, I conducted a full diagnostic:

  • UX Audit: Flagged visual clutter, inconsistent UI patterns, and redundant CTAs

  • User Interviews (n=10): Users said they “didn’t know where to start” or gave up mid-search

  • Competitor Review: Benchmarked against leading automotive eComm sites to define UX standards

  • Stakeholder Sessions: Clarified business goals (boost AOV and reduce bounce rate), which shaped design priorities


Persona

Goal

Frustrations

Mike (33, DIY Tuner)

Find compatible parts fast

Navigation is too deep, search results cluttered

Tina (41, First-Time Buyer)

Understand what fits her truck

Product info too technical, unclear hierarchy

To identify where users were getting lost, I conducted a full diagnostic:

  • UX Audit: Flagged visual clutter, inconsistent UI patterns, and redundant CTAs

  • User Interviews (n=10): Users said they “didn’t know where to start” or gave up mid-search

  • Competitor Review: Benchmarked against leading automotive eComm sites to define UX standards

  • Stakeholder Sessions: Clarified business goals (boost AOV and reduce bounce rate), which shaped design priorities


Persona

Goal

Frustrations

Mike (33, DIY Tuner)

Find compatible parts fast

Navigation is too deep, search results cluttered

Tina (41, First-Time Buyer)

Understand what fits her truck

Product info too technical, unclear hierarchy

Before -> After (1)
Before -> After (1)
Before -> After (1)

Design Process + Development

Design Process + Development

Design Process + Development

UX Strategy

  • Reduced navigation layers and simplified categories

  • Reorganized product detail pages for clarity and skimmability

  • Decluttered layout with added whitespace and streamlined touchpoints


Wireframes & Testing

  • Built low-fi and high-fi wireframes in Figma

  • Ran A/B tests on homepage and product flow

  • Iterated based on feedback — especially around search, filters, and content grouping


Visual Design

  • Created a cohesive UI system:
    • Modern, bold typography for technical confidence
    • Clean color palette tied to the brand’s rugged image
    • Micro-animations to guide interaction without distraction


Dev Handoff

  • Created reusable components for developers (PDPs, menus, buttons)

  • Participated in QA and post-launch testing to ensure design integrity held up in production

Before -> After (2)
Before -> After (2)
Before -> After (2)

RESULTS

RESULTS

RESULTS

While testing prototypes in Maze we've achieved these results:


Metric

Before

After

Delta

Time to Complete Tasks

—

−35%

faster

Bounce Rate

—

−20%

improved

SUS Score

62

83

+21 points

User Feedback

—

90% positive

improved trust/navigation


Comparizon chart

  • More Works More Works

Cover.

REVER®

SaaS | E-commerce | Product Design

Cover.

REVER®

SaaS | E-commerce | Product Design

Cover.

REVER®

SaaS | E-commerce | Product Design

SSC Cover Desktop

Silver Star Capital

SaaS | E-commerce | Product Design | Brand Design

SSC Cover Desktop

Silver Star Capital

SaaS | E-commerce | Product Design | Brand Design

SSC Cover Desktop

Silver Star Capital

SaaS | E-commerce | Product Design | Brand Design