US Gear specializes in manufacturing of high-performance gears and shafts for military, commercial, specialty, motorsport, and performance markets. With Lovio George, I managed and designed an overhaul of their website to better position them amongst their competitors.
One of the only US-based aftermarket high performance manufacturers, needed a redesign their flagship website. The goal was to better reflect the excitement and authenticity of the brand, with an enhanced customer experience, developed on a more manageable CMS.
The existing US Gear website had an unexciting splash page that split the content into 2 separate sites. The experience was jarring. Additionally, potential customers were shuffled off-site to a third party inventory vendor if they wanted to examine and order a specific product.
We considered unifying the user experience by marrying strong, organized messaging while bringing the entire product inventory database under one roof. Though not fully e-commerce, users needed the ability to quickly search for a product and identify the nearest physical distributor.
Working with AxleTech International, we proposed the new site map based on their desired features, and got to work on UX. We created much needed room for US Gear to tell their story through messaging and imagery of their manufacturing process. For their product inventory, we created a filterable database to search from.
The most important story to tell for US Gear was their commitment to quality engineering. We wanted to provide an incentive for a consumer to choose US Gear beyond their commitment to domestic products. Used in high-stakes environments such as motorsport and military applications, this distinction was all the more significant.
Our final product utilized a dark UI with American accent colors. We placed the domestic manufacturing story front and center, alongside social proof in the form of regularly updated testimonials. I managed a contract developer to build the site from the ground up.
The US Gear website was and continues to be a step above competitor websites in the same marketplace. We're confident that we set a new bar for the industry in terms of online presentation.
