Transforming Digital Customer Experience

NAPAOnline and NAPA PROLink are key digital platforms by Genuine Parts Company (GPC) serving different user bases. NAPAOnline targets general consumers and DIY automotive enthusiasts, while NAPA PROLink caters to professional automotive service providers and repair shops. Both platforms play a crucial role in GPC’s digital transformation and sales growth.

The visuals on this page were tweaked due to confidentiality.

Top UX Goals for Ecommerce Modernization

1. Improve Search Experience: Enhance the search functionality to provide faster, more accurate, and user-friendly results, ensuring customers can easily find the products they need.

2. Digital Transformation: Modernize the ecommerce platform to leverage the latest technologies, improving overall user experience and operational efficiency.

3. Consistent Design Systems: Implement a cohesive design system across all digital platforms to ensure uniformity, reduce user confusion, and streamline development processes.

4. Enhance Sales and Conversion Rates: Design with the goal of increasing user engagement and driving higher conversion rates through optimized user journeys and effective UI elements.

NAPAOnline

As one of the first product designers, I helped build the design systems for NAPAOnline, which were later reused across various B2B and enterprise products with customizations. Methods and Insights:

• Faceted Navigation: Enhanced the faceted navigation to highlight specific filters, improving user ease in finding parts.
• Design Systems: Developed design systems that ensured consistency across platforms. Impact: These improvements enhanced user experience, significantly contributing to sales growth.

NAPA PROLink

NAPA PROLink is designed for professional users to streamline parts ordering and repair estimation. I worked in the core UX team, handling product design, UX research, and later served as the UX Architect. Methods and Insights:

• Design Revamp: Collaborated with product and engineering teams in an agile environment to revamp design system components across various pages, including category pages, product detail pages, and checkout.
• Search Experience: Refined the search experience by understanding user tasks and scenarios, working closely with technical and product teams.

• UX Research: Conducted user interviews to understand workflows for the PROLink Estimator. Discovered that non-mechanics needed guidance in selecting parts and estimating labor costs, leading to the addition of workflows and approval processes to boost user confidence.
• UX Strategy: Acted as the liaison for product ideation, partnering closely with engineering and product teams during agile activities, including backlog grooming and refinement. Facilitated design reviews, user interviews, QA testing, demos, and dev handoff, ensuring seamless transitions and alignment with business goals. Impact: Digitalization of the PROLink platform modernized the user experience and aligned with competitive standards, contributing to sales growth. Ensured a consistent user experience across NAPAOnline, PROLink, and other internal platforms, reducing confusion and simplifying development and training processes.

Through a comprehensive approach to enhancing user experience on NAPAOnline and NAPA PROLink, involving thoughtful design and rigorous user research, significant contributions were made to the digital success of Genuine Parts Company.

Digital Transformation

Both B2Band B2C platforms underwent significant digital transformation, enhancing user experience.

Consistency

Provided a consistent user experience across platforms, reducing confusion and easing development and training processes.

Sales Growth

Digital efforts resulted in 14% increased sales, enhancing overall business performance.