Team
Me
Product Manager
3 Developers
Quality Assurance Analyst
Building a mobile-first RV browsing
experience
The old website was struggling with low engagement, outdated visuals, and a fragmented user experience that didn’t reflect the scale of the business. The core audience was adults (age 55+), yet the site didn’t account for their needs in readability, accessibility, or navigation ease. Combined with the fact that 70% of all traffic came from mobile, the existing design was failing the very people it needed to serve.
My role was to rebuild the experience, grounded in real behavioral data and structured decision-making.
old service page
new service page
Understanding the Problem
Using FullStory, I mapped the actual user journey, identifying friction across key funnels. A few issues surfaced immediately:
Mobile pages broke frequently and required zooming and scrolling.
Typography was small, contrast was weak, and layouts were dense which is a major accessibility concerns for our older demographic.
Product information and pricing lacked clarity.
Forms were overloaded with steps, driving users away.
Branding changed twice during the project, creating inconsistency and visual drift.
It became clear that this wasn’t just a redesign, it required rethinking how the website served its audience, both functionally and visually.
Designing for mobile first & accessibility
Given that most users were browsing on mobile and many were older adults, I redesigned every page with accessibility and legibility as core principles:
Increased base font sizes and improved typographic hierarchy
Higher contrast color combinations
Reduced cognitive load through simplified navigation and layouts
Responsive mobile-first components that scaled seamlessly
Impact:
The homepage lead-form completion rate increased by ~40%.
Form flows were simplified, removing nearly one-third of unnecessary steps resulting in an 84% faster completion time, saving users an average of 2 minutes per submission. (All analytics were tracked by Fullstory)
mobile designs
Reframing pricing & product cards
Pricing presentation was one of the biggest opportunities to improve clarity. I redesigned the cards to:
Make the primary price visually dominant and easy to scan
Surface discounts without overwhelming the layout
Turn “Price Too Low To Show” into a strong, intentional interaction
Impact:
Users who clicked Price Too Low To Show converted at 12.24%, compared to 2.27% through the standard path, a clear win for guided interaction and pricing hierarchy.
Product cards
Designing through ongoing brand
changes
Twice during the redesign, the brand identity shifted. Instead of repeatedly reworking pages, I moved toward a centralized theme layer supported by early design-system thinking:
Tokens for color, typography, spacing, and radius
Modular components capable of adapting to future brand updates
Page templates designed for responsiveness and long-term scalability
asset Designs
Developer handoff
After every major uplift, we scheduled a handoff call with engineering to walk through the updated flows, design intent, and interaction logic. The Figma files were organized using clear naming, design tokens, and responsive rules, with lightweight annotations for states and edge cases. This combination of structured files and direct walkthroughs kept implementation aligned and reduced back-and-forth.
We’ve started to see a clear increase in returning users and more stable engagement patterns across key pages. All improvements and behavioral shifts were monitored through FullStory to ensure the data stayed accurate and objective.
Understanding the Problem
Using FullStory, I mapped the actual user journey, identifying friction across key funnels. A few issues surfaced immediately:
Mobile pages broke frequently and required zooming and scrolling.
Typography was small, contrast was weak, and layouts were dense which is a major accessibility concerns for our older demographic.
Product information and pricing lacked clarity.
Forms were overloaded with steps, driving users away.
Branding changed twice during the project, creating inconsistency and visual drift.
It became clear that this wasn’t just a redesign, it required rethinking how the website served its audience, both functionally and visually.
Designing for mobile first & accessibility
Given that most users were browsing on mobile and many were older adults, I redesigned every page with accessibility and legibility as core principles:
Increased base font sizes and improved typographic hierarchy
Higher contrast color combinations
Reduced cognitive load through simplified navigation and layouts
Responsive mobile-first components that scaled seamlessly
Impact:
The homepage lead-form completion rate increased by ~40%.
Form flows were simplified, removing nearly one-third of unnecessary steps resulting in an 84% faster completion time, saving users an average of 2 minutes per submission. (All analytics were tracked by Fullstory)
team
Me
Project Manager
Quality Assurance Analyst
3 Developers
Building a mobile-first RV browsing experience
The old website was struggling with low engagement, outdated visuals, and a fragmented user experience that didn’t reflect the scale of the business. The core audience was adults (age 55+), yet the site didn’t account for their needs in readability, accessibility, or navigation ease. Combined with the fact that 70% of all traffic came from mobile, the existing design was failing the very people it needed to serve.
My role was to rebuild the experience, grounded in real behavioral data and structured decision-making.
Reframing pricing & product cards
Pricing presentation was one of the biggest opportunities to improve clarity. I redesigned the cards to:
Make the primary price visually dominant and easy to scan
Surface discounts without overwhelming the layout
Turn “Price Too Low To Show” into a strong, intentional interaction
Impact:
Users who clicked Price Too Low To Show converted at 12.24%, compared to 2.27% through the standard path, a clear win for guided interaction and pricing hierarchy.
Designing through ongoing
brand changes
Twice during the redesign, the brand identity shifted. Instead of repeatedly reworking pages, I moved toward a centralized theme layer supported by early design-system thinking:
Tokens for color, typography, spacing, and radius
Modular components capable of adapting to future brand updates
Page templates designed for responsiveness and long-term scalability
Developer handoff
After every major uplift, we scheduled a handoff call with engineering to walk through the updated flows, design intent, and interaction logic. The Figma files were organized using clear naming, design tokens, and responsive rules, with lightweight annotations for states and edge cases. This combination of structured files and direct walkthroughs kept implementation aligned and reduced back-and-forth.
We’ve started to see a clear increase in returning users and more stable engagement patterns across key pages. All improvements and behavioral shifts were monitored through FullStory to ensure the data stayed accurate and objective.
Credits
Me
Project Manager
3 Developers
Quality Assurance Analyst
Building a mobile-first RV browsing experience
The old website was struggling with low engagement, outdated visuals, and a fragmented user experience that didn’t reflect the scale of the business. The core audience was adults (age 55+), yet the site didn’t account for their needs in readability, accessibility, or navigation ease. Combined with the fact that 70% of all traffic came from mobile, the existing design was failing the very people it needed to serve.
My role was to rebuild the experience, grounded in real behavioral data and structured decision-making.
Understanding the Problem
Using FullStory, I mapped the actual user journey, identifying friction across key funnels. A few issues surfaced immediately:
Mobile pages broke frequently and required zooming and scrolling.
Typography was small, contrast was weak, and layouts were dense which is a major accessibility concerns for our older demographic.
Product information and pricing lacked clarity.
Forms were overloaded with steps, driving users away.
Branding changed twice during the project, creating inconsistency and visual drift.
It became clear that this wasn’t just a redesign, it required rethinking how the website served its audience, both functionally and visually.
Designing for mobile first &
accessibility
Given that most users were browsing on mobile and many were older adults, I redesigned every page with accessibility and legibility as core principles:
Increased base font sizes and improved typographic hierarchy
Higher contrast color combinations
Reduced cognitive load through simplified navigation and layouts
Responsive mobile-first components that scaled seamlessly
Impact:
The homepage lead-form completion rate increased by ~40%.
Form flows were simplified, removing nearly one-third of unnecessary steps resulting in an 84% faster completion time, saving users an average of 2 minutes per submission. (All analytics were tracked by Fullstory)
Reframing pricing & product cards
Pricing presentation was one of the biggest opportunities to improve clarity. I redesigned the cards to:
Make the primary price visually dominant and easy to scan
Surface discounts without overwhelming the layout
Turn “Price Too Low To Show” into a strong, intentional interaction
Impact:
Users who clicked Price Too Low To Show converted at 12.24%, compared to 2.27% through the standard path, a clear win for guided interaction and pricing hierarchy.
Designing through ongoing brand
changes
Twice during the redesign, the brand identity shifted. Instead of repeatedly reworking pages, I moved toward a centralized theme layer supported by early design-system thinking:
Tokens for color, typography, spacing, and radius
Modular components capable of adapting to future brand updates
Page templates designed for responsiveness and long-term scalability
Developer handoff
After every major uplift, we scheduled a handoff call with engineering to walk through the updated flows, design intent, and interaction logic. The Figma files were organized using clear naming, design tokens, and responsive rules, with lightweight annotations for states and edge cases. This combination of structured files and direct walkthroughs kept implementation aligned and reduced back-and-forth.
We’ve started to see a clear increase in returning users and more stable engagement patterns across key pages. All improvements and behavioral shifts were monitored through FullStory to ensure the data stayed accurate and objective.
old service page
new service page