Website Redesign & Strategic Product Leadership

I led the complete redesign of J&P Cycles' e-commerce platform—the brand's first major overhaul in 13 years. This wasn't just a visual refresh; it was a strategically-driven initiative to modernize outdated interfaces, streamline clunky user flows, and deliver a superior shopping experience tailored specifically to motorcycle enthusiasts. My approach began with a deep dive into historical analytics and sales data, supplemented by both quantitative and qualitative user research to validate new concepts and inform our design direction.

From there, I built and owned a 12-month product roadmap encompassing five major initiatives, aligning platform scalability with user needs and business goals. I managed and mentored a multidisciplinary team of UX designers and frontend developers, fostering a culture centered on experimentation, collaboration, and continuous learning. In close partnership with engineering leadership, I helped modernize the tech stack, integrating a new frontend framework that laid the groundwork for sustainable, long-term growth.

UI Framework Architecture & Scalable Design System

To support the modernization effort, I designed and implemented a custom frontend UI framework built on Zurb Foundation, enabling responsive layout structures, modern interaction patterns, and scalable component architecture across platforms. I developed a bespoke grid system using nested media queries and custom Sass mixins, ensuring layout flexibility and precise alignment with our design specifications.

In parallel, I created a reusable design system that significantly accelerated development velocity—cutting build time by 50%—and improved implementation accuracy to over 90%. By applying a systems-thinking mindset, I ensured that our design and engineering collaboration was structured to scale efficiently across future product initiatives.

Customer-Centric UX & Immersive Digital Experience

The redesigned site delivered a significantly more immersive and customer-centric shopping experience. I reimagined user journeys and content structures based on real user behavior and cultural insights from the motorcycle community. New design interactions were introduced to reduce friction specifically for parts shoppers, increasing both engagement and time-on-site.

Shopping paths were restructured to reduce drop-offs and guide users through purposeful entry and exit flows, which improved conversions at key decision points. I also infused the digital experience with lifestyle storytelling—crafting landing pages that featured rich media, purposeful UI layouts, and visual narratives that resonated deeply with riders and motorcycle culture.

Outcome: The redesign led to a measurable increase in customer engagement, improved conversions across the shopping journey, higher average order value (AOV), and a significant lift in new customer acquisition.

UI Components