Case Study: CVRP Website Redesign
Project Background
When I first took on the project, the client’s website was a challenge to navigate. With multiple page types, no clear customer journey, and a dated user experience (UX), it was evident that a complete overhaul was needed. The site was failing to direct users, particularly lower-income applicants, toward their goal of securing EV rebates.
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Client Goals
The overarching goal was to increase rebates from low-income applicants. However, the website lacked clear, focused objectives. I recognized an opportunity to turn the site into a powerful tool for guiding users through a well-defined journey—from education to adoption—ultimately driving more applications.
Lead Role
As the Marketing lead for the CVRP account, the largest EV rebate program in the nation, I led the entire website redesign. I structured the project, established timelines, and worked closely with the creative and development teams. My role was hands-on, involving everything from brainstorming with designers to coordinating with platform developers. I managed client communications, ensuring that every decision was aligned with their evolving goals.
Creative Direction
Working directly with our senior designer, website designer, and copyeditor, I spearheaded the creative direction. We aimed for a streamlined experience with direct content, minimal clicks, and easy navigation. Our brainstorm sessions were key in shaping a site that catered to distinct customer journeys for different audience segments. I also proposed changes to existing tools, like the savings calculator, to enhance usability and impact.
Technical Challenges
One of the most significant challenges was redesigning the site’s main tool—the savings calculator. This wasn’t just a tweak; it required full collaboration across all matrix teams. We adjusted functionality and results placement to create a more compelling user experience, which paid off in the end.
Team Collaboration
Throughout the project, collaboration was crucial. I fostered a culture of open communication, ensuring that every team member's expertise was fully utilized. The redesign of the savings calculator was a standout example of this. By bringing together our matrix teams, we transformed the tool into a more impactful feature, which significantly contributed to the project’s success.
Results
The results were clear and impactful. We saw a 30% increase in web traffic, a 45% increase in car shopper page views, and a notable rise in calculator completions. The redesigned website didn’t just meet the client’s goals; it exceeded them, becoming a model for other CARB websites.
Client Feedback
The client was not only satisfied with the redesigned website but also saw it as a catalyst for future initiatives. This success paved the way for the ongoing redesign of the Drive Clean website, which is set to become California’s central resource for EV rebates. The work we did on this project laid the foundation for a more cohesive, state-wide approach to promoting electric vehicle adoption.
Lessons Learned
This project taught me the importance of keeping detailed records of the previous website for comparison, including page layouts and architecture. I also learned the value of project management tools for maintaining organization and transparency. Regular communication and clear checkpoints with both the client and internal teams are essential for keeping everyone aligned and the project on track.
Conclusion
This website redesign wasn’t just about improving navigation or updating a few pages—it was about transforming a tool into a powerful driver of business goals. By focusing on clear user journeys, intuitive design, and collaborative problem-solving, we turned a complex challenge into a streamlined, effective platform that exceeded client expectations.
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I bring this same level of strategic thinking and hands-on leadership to every project. My ability to see the bigger picture, combined with a deep understanding of the technical and creative details, allows me to deliver results that resonate. Whether it’s driving engagement, boosting conversions, or simply making sure that every aspect of a digital strategy aligns with business objectives, I’m committed to helping organizations achieve their goals with clarity and impact.