Vaughn Stanworth - Aftermarket Product Pages

OVERVIEW

Garrett's Aftermarket product pages (OEM, Reman and Redboost) were redesigned as part of the Marketing team's strategy to increase user engagement and drive traffic to the turbo catalog and worldwide distributor network.

Role

I designed the high-fidelity mockups, hero images and icon set for all three product pages in Adobe XD and Photoshop, working closely with Garrett's Digital Marketing Product Owner, who set the business objectives and gave feedback at each milestone.

OBJECTIVES

Translate Garrett's business objectives into high-fidelity mockups for the revamped Aftermarket product pages, including the hero images and icon set.

TIMELINE

5 weeks

KEY RESULTS & IMPACT

Google Analytics data from September to December 2023 showed strong post-launch performance across the redesigned pages:

Organic search share of traffic: OEM 15.30%, Reman 15.48%, Redboost 61.12%.

Bounce rate: OEM 44.62%, Reman 52.09%, REDBOOST 10.82%. Redboost's low bounce rate stands out as a sign the page content matched what visitors were looking for.

"FIND A TURBO" CTA click-through: OEM 86%, Reman 76%, Redboost 85%, driving the majority of engaged visitors into the Turbo Catalog

DESIGN PROCESS

1. Research & Analysis: Reviewed the current aftermarket pages' user behaviour, conversion rates and engagement metrics, and analysed industry trends to identify opportunities for improvement.

2. Collaborative Ideation & Conceptualisation: Brainstormed concepts for the redesigned pages with the Digital Marketing Product Owner.

3. Design Execution: Built one flexible high-fidelity template in Adobe XD, then adapted it across the OEM, Reman and Redboost product lines with tailored content, imagery and icons, plus original hero images and an icon set designed in Adobe Photoshop.

4. Feedback & Iteration: Gathered feedback from the Product Owner and iterated to stay aligned with the project objectives.

5. Testing & Feedback: Ran usability testing with internal stakeholders and target users to surface issues and refinement opportunities.

6. Finalisation & Implementation: Finalised the designs and worked with a developer to implement them, ensuring compatibility across devices and screen sizes.

BEFORE THE REDESIGN

Turbo Replacement Page - Desktop