PENN Power Group
UX/UI Web Design
Sitemapping, wirewrames,
& interface design
TIMELINE
9 weeks
TOOLS USED
Figma
Summary
PENN Power Group’s On-Highway division offers a complete line of products and services for the commercial transportation industry in the on-highway, vocational, and municipal markets.
Penn Power Group is a leading aftermarket repair and maintenance services provider and an authorized distributor for trucking and power generation original equipment manufacturers in exclusive territories across the United States.
The Challenge
The current site struggles with purchasing of products, over use of copy, an outdated login-backend account system from the 90’s and is in need of a better user flow, site organization, and purchasing capabilities.
Phase One: Build a marketing site and link to the old e-commerce while improving on site search.
Phase Two: Build out categories, series, shopping cart experience to streamline purchasing capabilities. Also, build out gated login account for the user to order within and to have full account capabilities.
Phase Three: Build a location/site scheduler for the user to have the ability to go online and schedule services in their location to their particular need.
My Role
Seeing the project from beginning to end, I worked with the client directly, our lead project manager, and engineering teams. I was the lead designer with site architecture, UX/Wireframing, and UI. I created goals and parameters for new features and learned from existing user feedback provided from the client. I started with the fleet/trucker research, data for personas, and sitemap the website in order to layout the pages that needed to be created. Next process was producing wireframes along with client approval prior to moving forward with UI. Once wireframes approved, final step was creating the UI/High-fedelity design. This project is moving in phases because the client wants to move quickly. The marketing site has launched, e-commerce/cart and account will launch soon, and finalizing with a scheduler for services.
Research Summary
Using a database of 30 million profiles estimates demographics and statistics for professional truck drivers in the United States. Our estimates are verified against BLS, Census, and current job openings data for accuracy. After extensive research and analysis, data science team found that:
Professional Truck Driver Gender Over Time:
This data shows how men and women predominate in the professional truck driver position over time.
There are over 689,930 professional truck drivers currently employed in the United States.
15.7% of all professional truck drivers are women, while 84.3% are men.
The average age of an employed professional truck driver is 47 years old.
The most common ethnicity of professional truck drivers is White (58.5%), followed by Hispanic or Latino (17.9%), Black or African American (14.4%) and Unknown (4.7%).
In 2021, women earned 90% of what men earned.
4% of all professional truck drivers are LGBT.
Professional truck drivers are 79% more likely to work at private companies in comparison to public companies.
Site Architecture
Reorganize the sitemap for users to understand offerings. The old site had no organization on how products were set up. There were many categories, duplicated services, and manufacturers grouped together making it challenging for a user to find information.
The sitemap was improved by streamlining the products, services, and manufacturers in order to make it easier for a user to find what they are looking for.
Wireframes
After a series of iterations on the low-fidelity wireframes, I received feedback from a group critique and found what was needed of importance (view right). I also, found a way to bring the user to all locations on the homepage so there was cross sales to bring users to the locations that were important to the business.
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A user needed an easy way to find categories of products and once they did a way to get into the list quickly in order to find what they wanted or needed.
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Services are a large revenue generator to the business and needed to be highlighted.
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Manufacturers were important because of contractual agreements and because they also had higher revenue products offered like engines and transmissions.
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The login account needed to have a way for a user to login and order products through their account so information could be stored and re-ordered.
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Homepage
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Category Landing
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Product Landing
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Manufacturer Landing
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Manufacturer Family
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Manufacturer Series
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Emergency Contact
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Locations
High Fidelity
Once wireframes are approved, more iterations will come with this process because low fidelity can be hard for some clients to understand and integrations with systems can change overall end to end design.
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Homepage
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Category Landing
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Product Landing
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Manufacturer Landing
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Manufacturer Family
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Manufacturer Series
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Emergency Contact
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Locations
“The site was easy to navigate and I was able to find the products I was looking for easily.”
— Bruce C.
Final Thoughts
The PENN Power Group was the easiest client I have ever worked with. The client was able to deliver content and approvals on time. PENN wanted to get their site up quickly and made sure they made every deadline and task asked for in order to make it on time. The approval process was quick and seamless with minimal changes. The marketing website has launched and the e-commerce/cart and account piece is currently in development, but once launched our team will work with them to get user feedback and incites in order to improve on the site along with implementing Google Analytics and Hotjar for better analytic results.