Client: Cummins

Project Duration: 1.6 Years

Role: Lead UI Designer

Tools: Figma, Adobe Illustrator, Adobe Photoshop, Lottie, Jira

My role included conducting primary visual design research, creating wireframes, and designing interactive prototypes while establishing a design system.

Users found it difficult to identify and find the exact parts that they needed to purchase due to the extensive product catalog, thus resulting in high bounce rates and impacting business revenue.

Enable users to easily find the right parts

Redesign the website to match the global cummins branding

Increase customer acquisition and retention

Reach $60M revenue by 2024

We conducted a visual design audit, CRO analysis, heuristic evaluation, quantitative surveys with customer care executed, literature study, ideation sessions, and tech workshops.

Synthesized all the research and defined key opportunities.

During the ideation phase, we proposed various solutions for each user problem and validated it through constant stakeholder touch-points and review.

The current website lacked the visual legacy of the brand and looked like a cheap knock-off. To tackle this, we put together mood-board & style tiles by taking inspiration from the global website and brand guidelines with which we created a new design system which ensured brand consistency and credibility.

Designed virtual garage where users can upload their cummins products via serial no identification and see only compatible products for their vehicle/equipment.

Simplified taxonomy for better navigation and the implementation of product cards inside search tab allowed for quicker product identification.

- Travis Vaughan (Lead Business Sponsor)