RaceTrac Website Redesign
As a consulting UX/UI Creative Director, I led an external team of UX/UI designers through the discovery, strategy, testing and design of the new corporate website redesign. The project began with an MVP launch and we continued to iterate and add functionality over 5 years.
Client
RaceTrac Petroleum
Role
UI/UX Strategy & Design
RaceTrac was having issues with their corporate website. Users were having a hard time with the navigation structure, lack of rich information and the design wasn’t very engaging.
They approached me to help lead the strategy & design of the overall experience. Their goals included increasing traffic & session times, enhancing the user experience & findability while using a flexible, modern design that set them apart from the competition.
I began with testing the current site with users to find their pain points as well as other information that they felt was missing or nice to have. Then, I ran ideation workshops with the different stakeholders/departments to gather their needs, both current & future. Once I had compiled all the information I was able to build an optimized site structure, that was tested with end users.
Next, I started to concept and design the site by creating high-fidelity wireframes and flows. For the initial launch, I knew that the users currently were coming to the site to look for careers & locations. However, the business was looking to push their food & beverage offerings. With some quick A/B testing, we were able to land on a solution that resonated with both sides.
Based on previous research, I knew that RaceTrac prided itself on the “fun” culture of the company and their mission to “make people’s lives simpler and more enjoyable”. This was to be the focus of the overarching visual design aesthetic. Based on previous research, I knew that RaceTrac prided itself on the “fun” culture of the company and their mission to “make people’s lives simpler and more enjoyable”. This was to be the focus of the overarching visual design aesthetic.
Throughout the process, I collaborated with the internal product and development teams to define, create and execute on feasible solutions based off user, business and tech requirements. The result, a user-friendly and engaging online experience that has continued to grow through the years.
Impact
Traffic +200k
Bounce rate down 34%
Time on site up approximately 600%