RaceDeck: Redesigning a Legacy E-commerce Brand Into a Premium Experience
A complete digital transformation for RaceDeck — moving from a dated, low-conversion website to a premium e-commerce experience built around clarity, conversion, and brand authority. The new site reframes RaceDeck as the category leader in modular flooring while delivering measurable lifts in conversion and average order value.
- +62%
- Add-to-cart rate
- +34%
- Conversion rate
- <2.0s
- Mobile LCP
Client challenge
- Outdated visual design that didn't match the premium product
- Weak visual hierarchy and confusing product navigation
- Low conversion rate across key product and category pages
- No clear storytelling or lifestyle positioning around use cases
- Mobile experience dragging Core Web Vitals scores
Strategy
Reposition RaceDeck as the premium modular flooring brand through a conversion-first digital experience that prioritizes clarity, visual authority, and lifestyle context.
- Rebuild information architecture for faster product discovery
- Conversion-first UX on product detail and category pages
- Elevate brand storytelling with lifestyle imagery and use-case context
- Optimize Core Web Vitals across the entire catalog
Design process
- 01Stakeholder interviews and a full competitive teardown
- 02Heatmap and session-recording analysis on the legacy site
- 03Brand visual refresh — type, color, photography direction
- 04Component-first design system in Figma for engineering hand-off
- 05Two rounds of moderated user testing before launch
SEO improvements
- Restructured product taxonomy for cleaner internal linking
- Schema markup (Product, Review, BreadcrumbList) across the catalog
- Core Web Vitals tuning — LCP under 2.0s on mobile
- Optimized title tag and meta description templates across categories
The visual transformation
Before screenshots will be added — the live launched site is shown for now.
“The new site finally matches the quality of our product. Conversion rate and AOV both moved within the first month — and our team can actually update content now.”
— RaceDeck Marketing Team
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Services behind this project
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- (801) 839-4346
- Salt Lake City, Utah
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I'll review your current site, score your Core Web Vitals, and outline 5–10 specific wins to lift conversion and rankings. No sales pressure.