Designing the Brand Experience for an Enormous Automotive E-Commerce Platform
When I joined the team, a major initiative was already underway to modernize how automotive professionals source and order parts. The vision was a fully integrated e-commerce platform where users could enter a VIN or license plate and instantly find the right components—streamlining the process directly within existing shop management systems. I was brought in to lead the visual identity, landing page, and overall brand experience. My goal was to create a clean, cohesive design system that positioned the platform as a smarter, more efficient solution in a traditionally offline industry.
Through stakeholder interviews and internal discovery, I uncovered a deep divide in perception. Leadership saw the platform as a way to improve efficiency and empower sales, while many sales team members viewed it as a threat to their roles. Their phone-based, relationship-driven model was being disrupted by self-service technology. Despite resistance, leadership was fully committed to moving forward. My role evolved into more than just visual design—it became about creating an experience that felt approachable, inclusive, and valuable to everyone involved. Through thoughtful design choices and user-centered messaging, I aimed to shift internal skepticism into curiosity—and eventually, buy-in.
The entire team had input on the project, and my responsibility was to bring those perspectives together into a unified brand. I quickly established a visual system that reflected the platform’s core attributes: new, fast, easy, and futuristic. I developed a vibrant, modern color palette and paired Lato with a tech-inspired headline typeface to strike a balance between clarity and innovation. Although the logo had already been approved, I focused on integrating it in a way that felt intentional and cohesive. Rather than relying solely on typography, I used color and imagery to carry the identity forward. The final direction felt bold and modern—confident without being over-designed—evoking the energy of technology, performance, and possibility.
The first project I developed was a small brochure designed to introduce the brand and highlight the key benefits of the platform. The approach focused on simplicity, paired with the energy and excitement of what the website could offer users. By this point, a copywriter had joined the team, and the two of us worked closely—along with the VP—to craft messaging that was clear, compelling, and on-brand. The result was a concise, well-executed piece that I’m still proud of and remains one of my personal favorites.
Designing Simplicity for a Complex Launch
When it came to the actual website design, my input was fairly limited in terms of functionality—but I was tasked with creating a landing page that felt simple, clean, and welcoming. While I’m not a UI/UX designer by trade, I approached the challenge with a user-first mindset, drawing inspiration from well-known global e-commerce and banking platforms. The idea was to make the login experience feel intuitive and familiar—something anyone could use regardless of their technical background. Since the login was the primary entry point, we modeled it after common bank interfaces, with an easy-to-access sign-up flow and a section highlighting featured products.
At the time, the platform’s future user base—and their level of tech experience—was largely unknown. The development team consisted of back-end engineers, with one junior web designer available to assist on front-end needs. Together, we mapped out the basic structure of the page, but we quickly realized that the project required more UX strategy than we had the capacity for. So I leaned into what I do best: crafting a strong visual aesthetic. With experience updating and developing content across many sites, this was the first time I led the design for a major digital product from the ground up.
I focused on making the experience feel intuitive and visually engaging. The layout was designed as a long scrolling page that opened with login and featured parts, followed by a short video produced by our department that showcased the platform’s benefits. Sections included a concise how-to guide, value propositions, and a clear call to action. I approached the entire flow from the perspective of a typical user—just someone trying to use a website and find what they need.
In the end, I delivered a beautiful landing page that launched alongside the platform. Like most large-scale web projects, it faced plenty of challenges and technical hurdles. To my knowledge, the page remained live for a few months—serving as a strong front-end introduction while the development team continued building out the back-end functionality.
Keeping the Vision Alive Through the Noise
As part of the broader brand rollout, we also attempted to design a series of emails that would support the customer journey—from signup to onboarding and beyond. The goal was to create a cohesive experience that guided users step-by-step through the platform. What started as a straightforward task quickly turned into a complex challenge. There were constant questions around tone, timing, ownership, and technical limitations. Everyone had a different opinion, and the lack of clear structure made even the smallest decisions difficult to finalize. Despite the chaos, I stayed focused on the brand vision—ensuring that every email, no matter how delayed or debated, felt aligned with the look, voice, and promise of the platform we were building.
My time on this project—and with the company as a whole—was far from easy, but it was undeniably a period of growth. I navigated complex challenges, conflicting opinions, outdated systems, and a lack of resources, all while being tasked with leading high-impact creative initiatives. Despite the dysfunction and limitations, I stayed focused, learned to adapt quickly, and kept pushing forward with a clear creative vision. In the end, I left with a stronger voice, sharper instincts, and a better understanding of what I want—and don’t want—in a workplace. It wasn’t the best environment, but it made me a better, more resilient designer.