Summit Performance Films
Website Design, UX, and Branding
The Summit Performance Films website needed to balance a compelling public presence with a seamless dealer experience, but outdated design and fragmented user flows limited its effectiveness. By reimagining the site’s structure and visual identity, we created a scalable, user-centric platform. Reskinning existing components and refining transaction flows ensured a cohesive, efficient experience aligned with both business goals and user needs.
Client
Confidential
Role
UI & UX Design Project Coordination
Toolkit
Figma Mural board
Duration
approx. 2 months
As the Lead UI/UX Designer and Project Coordinator, I oversaw both the creative and operational aspects of the redesign. I developed the site’s visual identity, designed high-fidelity wireframes and components, and created a digital style guide to ensure consistency. Additionally, I collaborated with developers to document technical requirements, refine user flows, and provide ongoing support to ensure the final build met design standards.
Untangling a Broken User Experience
Summit’s existing e-commerce structure was a complex, disjointed system that felt like a never-ending rabbit hole for users. Both internal teams and external dealers found the site frustrating to navigate, often avoiding it altogether. To turn this around, we conducted a deep dive into user needs, mapping out a streamlined information architecture that prioritized clarity and efficiency. Through competitive analysis, persona development, and experience strategy workshops, we restructured content and functional flows to create a site that was not only intuitive but also an exciting tool for users rather than a pain point.
Bringing a Print-First Brand into the Digital World
The Summit Performance Films brand was well-established in print but needed a fresh approach for the digital space. Its existing colors lacked ADA accessibility, and its typefaces lost impact on-screen, making it challenging to create an engaging and inclusive user experience. To bridge this gap, we explored multiple visual directions through a digital mood board and interactive prototypes, experimenting with typography, color adaptations, and layout strategies. This process allowed us to modernize the brand’s aesthetic while maintaining its core identity, ensuring it resonated with users in a dynamic, digital environment.
Building for Scalability: Components & Implementation
Leveraging a customized design system, we created a series of interchangeable, drag-and-drop components that streamlined design and development. This approach ensured flexibility, allowing the site to scale while maintaining visual and functional consistency. A key focus was designing a gated, e-commerce-driven flow for dealer users, optimizing transaction pathways for efficiency. High-fidelity wireframes, a digital style guide, and accessibility validation reinforced usability, while ongoing collaboration with developers ensured seamless implementation and adherence to the UX vision through launch.