Retainer Client - B2B | B2C
Dexter Index
Overview
Enhancing the User Experience for Dexter Index
Dexter Index, a trusted name in trailer manufacturing, needed a modern, user-friendly digital experience that could serve two distinct user groups - authenticated business customers and unauthenticated general users. As their UX design partner, I led the platform redesign to improve navigation, accessibility, and engagement, with the ultimate goal of driving leads and simplifying product exploration.
The Challenge
Outdated UX/UI
Dexter’s legacy site featured confusing navigation and dated visuals, leading to user frustration and high bounce rates.
Split User Needs
Business clients needed account-based features, while casual visitors needed easy product discovery and clear onboarding paths.
Low Engagement
Key conversion pathways (dealer location, product exploration, account creation) were hard to find or non-existent.
My Role & Approach
Competitive Analysis
Identified industry best practices and gaps in the trailer and equipment space.
Information Architecture
Redesigned the sitemap and navigation structure to surface key content and reduce friction.
Wireframing
Designed flexible layouts that adapted to user type (authenticated vs. unauthenticated), device and behavior.
Accessibility Audit
Ensured inclusive design using WCAG principles.
Continuous Collaboration
Worked closely with marketing and development to align on brand tone and technical feasibility.
Homepage
The redesigned homepage offers two tailored experiences.
Personalized recommendations based on browsing and purchase history.
Quick access to orders, pricing, and tools.
Streamlined dashboard for daily efficiency.
Authenticated Users:
Unauthenticated Users:
Product showcase with large imagery.
Brand storytelling for trust-building.
Clear CTAs to “Find a Dealer” and “Become a Customer”.
Optional sign-up to unlock more features.
Product Detail Page
Designed for unauthenticated users, this page simplifies product research with:
Full specs and options, visible without login
Related products to encourage exploration
Smart CTAs prompting registration or dealer contact
Dealer Locator
An essential utility redesigned for speed, clarity and trust:
Zip code/city-based search
Interactive map with real-time dealer/service center data
Filter by services, distance, and trailer type
Full contact info with click-to-call and map directions
Results & Impact
While the project is ongoing, early outcomes and internal feedback include:
A significantly more intuitive experience across key entry points.
Enhanced personalization for logged-in users.
Higher engagement and reduced bounce rate on product pages.
Increased inquires via the dealer locator.
Key Takeaway
This project underscored the power of designing with user context, whether it’s a returning business customer or a first-time site visitor. By balancing personalization with clarity, we created a scalable platform ready for future growth.
and heatmaps to optimize further