Safelite Brand Refresh Website Concepts

As a Senior UI/ UX Designer, I was responsible for working with other designers, copywriters, researchers, business partners, product owners and the technology team to create and implement best in class design solutions for Safelite.

My task was to design the new UI look & feel for the Safelite site and microsites using the new logo and brand redesign assets + inspiration from our brand refresh partner Quake.

6 months (May 2023 - November 2023)

Can we create a user-friendly experience while communicating the brand's personality, experience, and client loyalty?

Their previous website was dated and didn’t stand out. The leadership at Safelite wanted a website that was fast, easy to use, and simple to update. They also needed the website to properly project their confidence and dedication to their clients. 

While their previous site wasn’t the worst, it definitely needed an update. Most importantly their personality was not represented properly. 

My team was given the task to do a full brand + website refresh. 

Another challenge was timing + technology

Leadership as well as the product + technology team didn't want to spend the time and money to rebuild components, and leadership wanted to release something ASAP. So I was challenged with the task to exploring doing a re-skin of the website that leveraged the current components, as well as the visual direction for the new brand refresh look + feel from our brand refresh partner Quake. 

In order to understand what is and isn’t working well with the style and performance of the current website, we needed to make data-driven recommendations on how to improve the website as a part of the brand refresh. 

We achieved this by gathering user feedback on our new designs and messaging. We learned about user impressions and perceptions to inform future design decisions. 

My team utilizing user research & testing tools like: 

• Εvolv for Α/Β Testing 
• Google Analytics for A/B Testing 
• Maze for Unmoderated Usability and A/B Testing 
• Qualtrics for Web Intercepts, Surveys, and Quantitative Analytics, A/B Testing
• Lookback for Moderated Usability Testing  
• Zoom / UserInterviews to Record User Interviews 
• Miro for Brainstorms and Workshops 

Navigating new customer behavior

After the pandemic, customers have changed how they do business with brands. Customers expect convenient, quick, service that shows up at their door. And they have less brand loyalty than ever before.

Understanding vehicle technology

Evolving technology and windshield complexity are leading to changes in how Safelite serves customers. As cars become smarter, they require different levels of service. For example, some newer Subaru models now have a third camera, requiring a total of three separate recalibrations to be done at a Safelite shop. 

Putting it together

After hearing the user feedback, our goal was to evolve the brand refresh so that it best serviced customers and met their expectations in this post-pandemic world full of smart vehicles by giving them visual refresh and the best user experience. 

Wireframe and Prototyping

• During the wireframe and prototyping phase, I laid out content and focused on specific functionality to make sure that it met the needs of the users. These are extremely basic and created primarily in grayscale in order to focus more on the functionality of the site instead of the visual aspect.

Visual Design and Brand Identity

• Once the general framework was in place from the wireframe phase, I moved into the visual design phase where I focused on the look and feel of the site. During this phase, I decided on imagery, color options, typography, iconography, and other elements that are in-line with the new Safelite brand identity in order to create a visually pleasing user interface.

The Result

• The new website layout is simple and provides users with valuable information quickly. The visual design reflects the new Safelite brand personality. With new photography, illustrations, an updated color scheme, and user-focused content strengthened their digital presence and better reflects the Safelite company.
• Although I left Safelite before this project was completed, the team did pull inspiration from my design concepts for what is live today on the Safelite website. 

Figma