Case study

Dan’s Performance Parts

One catalog. One brand. One attack.

Dan’s Performance Parts ran off-road and performance parts retail with disconnected systems and inconsistent experiences across online, in-store, parts, and service. We built a modern commerce platform to unify the brand, streamline operations, and accelerate growth.

Strategy
Web Design
Development
E-Commerce
Digital Marketing

Dan’s Performance Parts ecommerce product listing experience

Role: Senior-level Strategy, Design & Development
Platform: WooCommerce
Services: Strategy, UX, Web Design, Development, SEO, Content, Integration, Analytics
Timeline: 10 weeks, strategy to launch

The Challenge

Fragmented sites. Fractured growth.

Dan’s had built catalog-level strength in some verticals and product performance leadership, but disconnected commerce, content, pricing, and customer experience across channels created friction, limited cross-sell, and slowed growth.

Multiple sites spread content and offers thin for the brand
Inconsistent product experience, pricing, and promotion
Outdated platforms held back performance, inventory, and content
Manual workflows limited speed, accuracy, and scalability

Our Solution

One site to rule them all.

Built ran a four-week strategy sprint to map the catalog across all seven sites, identify SKU overlap, and design a single product taxonomy that worked for build-by-build shoppers and parts-specific searchers at the same time.

The rebrand and the platform build ran in parallel from there: a refreshed identity that read as a serious performance retailer, a unified eCommerce architecture deep enough to hold the full inventory, and CRM integration wired in from day one so marketing automation could fire across the whole catalog.

Migrated and merged seven product catalogs onto one organized platform
Refreshed brand identity that matched the depth of the catalog
Designed a bold, edgy interface with strong visuals for the brand’s identity and customer base
Integrated advanced search tools to make it easier for users to quickly find the parts they need
Connected a CRM system to improve customer-relationship management and marketing automation
Enhanced mobile-first design to support growing mobile traffic and sales

Responsive experience

Designed around the way customers actually decide.

Dan’s Performance Parts ecommerce homepage on mobile

Dan’s Performance Parts mobile product filtering experience

Dan’s Performance Parts product page on mobile

The results

Accelerated sales. Improved customer experience.

Increase in pipeline revenue within 6 months

+35%

Increase in conversion rate YoY

7 → 1

Reduced sites to 1 unified platform experience

−40%

Reduction in manual process time

We now have a unified website experience that’s faster and easier to navigate. Built brought our commerce technology into one site and one ecosystem, putting a sharper edge on how we compete, streamlining our workstream, and giving us more time to focus on running the business.
— Dan Lemory · Owner, Dan’s Performance Parts

The experience

One connected system, from first search to first conversation.

Dan’s Performance Parts product listing page

Dan’s Performance Parts product detail page

Dan’s Performance Parts ecommerce catalog management interface

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Dan’s Performance Parts

Designed around the way customers actually decide.

Accelerated sales. Improved customer experience.

One connected system, from first search to first conversation.

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