RaceTrac Website Redesign

RaceTrac was experiencing challenges with its corporate website, including a confusing navigation structure, limited rich content, and an overall lack of engaging design. Users struggled to find information efficiently, impacting their overall experience. 

They approached me to lead the strategy and design of the overall experience. Their goals were to increase traffic and session times, enhance the user experience and findability, all while utilizing a flexible, modern design that would distinguish them from the competition.

I began by testing the current site with users to identify pain points, as well as gather feedback on features they felt were missing or could be beneficial. Following this, I facilitated ideation workshops with various stakeholders and departments to understand both current and future needs. After compiling all the gathered information, I developed an optimized site structure, which was then tested with end users.

Next, I moved on to conceptualizing and designing the site, creating high-fidelity wireframes and user flows. For the initial launch, I recognized that users were primarily visiting the site for career and location information. However, the business also wanted to highlight their food and beverage offerings. Through quick A/B testing, we arrived at a solution that resonated with both user needs and business goals.

From previous research, I knew that RaceTrac placed great emphasis on its “fun” company culture and its mission to “make people’s lives simpler and more enjoyable.” This became the cornerstone of the overarching visual design strategy.