Emily Roman

B2C Website Design

Client: Jayco RV

I served as lead creative on the website redesign project for the Jayco family of RV brands (3 websites with custom CMS, uniquely branded frontends, efficiencies across backend functionality, elevated shopping experience introducing product filtering). Here I will be focusing on the Jayco brand website redesign.

We started with discovery, creating wireframes and drawing inspiration and insights from a competitive analysis in both the RV and automotive industries. From there we presented 3 concepts. Overall, I was aiming for a style that was clean, modern, and fluid—a large departure from the previous site which was very modular and had wall-to-wall color blocks and saturated imagery.

Styles

As I began building pages, I created a guide for all CSS styles as well as what we called our “content module” guide that included lay outs of all the different content modules that would be included in the custom-built CMS.

Mobile-first

While the majority of pages were laid out for desktop display (for internal and client review), I made sure to think through the translation of content to other screen sizes and created a layout of the homepage at phone-screen-size to illustrate for our in-house development team how I envisioned the content displaying on mobile.

Easy navigation

One web design element that I was particularly excited about was the full screen takeover style mega menu. Since the nav dropdown included a lot of different products, I wanted to make sure the user experience was smooth and easy. The full screen style allowed us to show the variety of products with intro product info like price and sleep capacity, and also left some space to pull in some content and additional CTAs that would push users to different areas of the site like the filtering page.

Elevated shopping experience

In the redesign, we added filtering functionality as well as easier comparison shopping and a more elegant dealer locator for lower-funnel users.