An outdoor trailer made for the rowdiest crew. Our goal was to transform a complex product catalog into a streamlined, high-conversion e-commerce experience that resonates with the off-road community.

Our competitive benchmarking of industry leaders like Taxa Outdoors and Turtleback Trailers revealed a standard market pattern: transparent pricing combined with a 'Find a Dealer' locator, but a total absence of direct e-commerce or customization tools. This sparked a strategic internal debate: should we follow the traditional dealership model or pivot toward a 'Tesla-style' direct-to-consumer configurator? To resolve this, I conducted targeted user research which confirmed that while physical inspection remains vital, a digital customizer would provide significant competitive differentiation and meet a clear user desire for personalization. In addition, I led the UX/UI Design for this project.