Portfolio Details

Project Overview

  • Category: UX/UI Design / Web Development
  • Client: Royal Distributing
  • Role: Lead UX/UI Designer & Web Developer
  • Duration: 3.5 Years
  • Skills: UX/UI Design, UX Research, Visual Design, Web Development, Project Management, A/B Testing, SEO Optimization, eCommerce UX, Feature Implementation, Usability Testing

Transforming an Outdoor & Motorsports eCommerce Giant

Royal Distributing, a leading retailer in motorsports and outdoor gear, needed continuous improvements to enhance its user experience, conversion rates, and site performance. During my 3.5-year tenure, I led multiple UX/UI and development projects, refining the website's functionality and optimizing the eCommerce experience.

This portfolio entry highlights various UX initiatives and feature implementations that directly improved usability, engagement, and revenue. Below are some sample works:

The Challenges: Enhancing UX & Performance in a Fast-Paced Retail Environment

  • Limited user engagement → The site lacked key eCommerce features like product reviews and A/B testing.
  • Checkout friction → No clear shipping estimates, leading to cart abandonment.
  • Search & filtering inefficiencies → Users struggled to find products quickly.
  • SEO & performance issues → Heavy images and poor optimization impacted rankings & speed.

The Strategy: Continuous UX Optimization for a Seamless Shopping Experience

1. Product Reviews & Social Proof Integration

To build customer trust and increase conversions, I:

  • Integrated a product review system → Boosted credibility and user engagement.
  • Designed a clean, intuitive UI for review submission & browsing.
  • Monitored analytics → Increased conversion rates on reviewed products.

2. Checkout UX Enhancements (Shipping Quotes & Trust Signals)

To decrease cart abandonment, I:

  • Added real-time shipping quotes at checkout for cost transparency.
  • Improved form design & error handling for a smoother process.
  • Conducted A/B testing on checkout flows → Optimized for higher completion rates.

3. Smart Search & Advanced Filtering System

To enhance product discovery, I:

  • Implemented a smart predictive search for faster, more relevant results.
  • Redesigned category filters to improve navigation & findability.
  • Conducted usability testing → Ensured the new system met user needs.

4. A/B Testing & Landing Page Optimization

To refine user experience and marketing effectiveness, I:

  • Designed & coded high-converting sales pages.
  • Integrated A/B testing tools to experiment with layouts & CTAs.
  • Measured engagement → Optimized based on heatmaps & analytics.

5. SEO Optimization & Performance Improvements

To boost organic traffic and site speed, I:

  • Optimized product images & site assets → Faster loading times.
  • Implemented SEO best practices → Structured metadata, keyword optimization.
  • Monitored & tested site performance regularly → Improved Core Web Vitals.

The Results: A More Engaging & High-Performing eCommerce Platform

  • Higher engagement & conversions → Product reviews increased customer trust.
  • Faster, more intuitive checkout → Shipping transparency reduced cart abandonment.
  • Improved search & filtering → Users found products more easily.
  • Stronger SEO & performance → Faster loading speeds & better rankings.

Final Thoughts: A Continuous UX Evolution

At Royal Distributing, I played a key role in optimizing and evolving the eCommerce experience over 3.5 years. From feature implementations to performance improvements, UX research, and A/B testing, my work directly contributed to a smoother, faster, and more user-friendly website.

Next Steps: Further UX optimizations based on evolving user behavior and retail trends.