UX/UI DESIGN
MARKETING WEBSITE
PRE-AI
Create a more intuitive, engaging, and informative experience that improves user satisfaction and conversion rates.
Improving the Dealer Search Experience for End-Users
MY ROLE
UX Designer
Project Manager
MY TEAM
UX Designers
Developers
Sales Managers
Tech Support
TIMELINE
Sep - Research
Oct - Wireframing
Nov - Prototyping
Dec - Testing
TOOLS
Figma
Loom
Asana
RESEARCH
Secondary Research | Usability Study
At a glance, we identified that the previous page lacked a visual map, advanced filters, and comprehensive dealer information, resulting in a poor user experience.
RESEARCH
User Interviews
We conducted User Interviews with online and in-store dealers as well as end-users. From those interviews, we found an 80% overlap in their needs.
The Aficionado
A highly experienced installer who values practical solutions over specs and expects accurate manufacturer listings to attract informed customers and set realistic expectations.
“92% dealers install products of manufacturers they get leads from… ”
The Weekend Warrior
An entry-level RV or boat owner who wants simple, affordable power upgrades but feels overwhelmed by technical information and needs clear guidance and trusted local support.
User Goals
Filter & Categorization
Dealers have enhanced visibility and categorization to serve potential customers better
Search & Find/Contact
End-users can easily find relevant results based on need and proximity
DESIGN THINKING
RESULT AND IMPACT
Impact to Dealers and Customers
The redesigned Find a Dealer experience delivered measurable impact across customer experience, dealer visibility, and internal operations.
The previous page lacked a visual map, advanced filters,
and dealer information, resulting in a poor user experience.
Opportunities
2.68%
Views per active user
115.63%
Average engagement
+7K
Searches per month
Improved dealer discovery
with an integrated Google Maps API plus stronger search and filtering
Expanded the Xantrex dealer network
by onboarding 900+ dealers to increase coverage and accessibility
Increased transparency and usability
through enhanced dealer cards and direct contact/navigation links
Enabled data-driven decisions
with an analytics dashboard tracking searches and store performance
Boosted operational efficiency
by automating the dealer onboarding process
About Xantrex
Xantrex builds electrical power solutions for boaters, RVers and off-grid enthusiasts with dealers across North America. These products transform the way end-users experience freedom in the outdoors.
With over 900+ dealers across North America, they contribute towards 36.2% of Xantrex's revenue.
QUICKLINKS
View other project case studies
Search on Google Maps
Integrated with the Google Map API to search dealers by distance or simply by their address
Filter Search
Customers can filter dealers based on the applications or services provided by the dealer
Dealer Cards
Dealer cards have information such as website, email, hours of operation, services, directions, etc
DESIGN SOLUTION
Wireframing & Prototyping
Through primary and secondary research such as user interviews, page heat map, competitive analysis and heuristic evaluations, we identified. We started off with mid-fidelity wireframes for stakeholder alignment and ensuring seamless user flow.
Stay humble. Stay curious.
Drop me a line here.
PROJECT DETAILS