PROBLEM

Since 2021, Miller CAT has operated on two separate domains: millercat.com for aftermarket catalytic converters (B2B only) and catshield.com for catalytic converter theft deterrent devices, known as Cat Shields (B2B/B2C).

Customers and businesses often struggled to differentiate between the two sites, as both had nearly identical designs, differing only in their logos and product offerings. This confusion led to a high volume of customer service inquiries and a frustrating user experience.

A significant portion of Miller CAT's customers are individuals whose catalytic converters have already been stolen, which is wildly costly and time-consuming to replace. Many approach their purchases with urgency and distress, which increases the likelihood of ordering the wrong Cat Shield model and incurring additional costs for returns.

This, along with the launch of two new product lines in 2024, MCPROTECTED and MCX, made it glaringly obvious that consolidating all four product lines under a single domain was essential. This move strengthens Miller CAT's online presence, reinforces its position as the parent brand, and streamlines the customer experience.

ADDRESSING THE PROBLEM

To improve user experience, I designed a more intuitive site structure that categorized each product line into distinct, easily navigable pages. I implemented more attractive branding elements that helped differentiate product types while still maintaining a cohesive and trustworthy aesthetic.

Recognizing that many customers may be in a panicked state when purchasing Cat Shields, I optimized the shopping experience by redesigning the product search. This included upfront product filtering, clearer descriptions, and improved informational hierarchy to minimize ordering errors.

By consolidating the websites and enhancing usability, I not only streamlined the customer journey but also reduced service inquiries—ultimately creating a more efficient shopping experience for all Miller CAT customers.

DESIGN PROCESS

Ideate

Define

Design

Test

Refine

Empathize

RESEARCH, PLANNING & COMPETITIVE ANALYSIS

MID-FIDELITY DESIGN & PROTOTYPING

HIGH-FIDELITY DESIGN & MOCKUPS

CLOSING REMARKS

This website redesign was both a challenging and rewarding experience for me as a young designer. I am incredibly grateful for the trust placed in me to take the lead and manage the majority of assets for this project—from concept to completion—for an e-commerce platform serving both B2B and B2C audiences.

The initiation of this redesign was pivotal in strengthening Miller CAT's online presence, streamlining user experience, and consolidating the brand’s various product offerings under one cohesive platform. By addressing the confusion caused by multiple domains and refining the site’s structure, we developed a more intuitive experience for our customers and effectively reduced customer inquiries related to the confusions caused by the previously fragmented experience.

If I were allowed more time, I would have liked to take a deeper dive into researching the best approaches for the mobile version's UI in order to enhance the user experience on a smaller screen. Given the limitations of being the only designer on a majority of this project, as well as having a tight timeline, I would also have liked to allocate more time in conducting user research and testing to collect and analyze broader constructive feedback from users outside of the company.

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