Enhancing customer engagement by making auto repair more approachable

Granville & Avery Automotive, a long-standing neighborhood auto repair shop, recently changed ownership and needed a website refresh that balanced its trusted reputation with a modern, user-friendly experience. The goal was to create a seamless digital presence that made auto repair feel approachable, provided clear service information, and encouraged customer engagement.

Through competitive analysis, I identified industry-wide UX issues, such as unclear service offerings, impersonal branding, and confusing navigation. To solve these problems, I focused on improving information architecture, refining navigation, and humanizing the brand’s voice. Additionally, I implemented an easy-to-manage content system, allowing the owner to keep the site updated post-launch.

The result? A site that feels both familiar and fresh—honouring the shop’s roots while making it easier for new customers to connect and book with confidence.

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Deliverables

UX research

UI design

Webflow development

Information architecture

Web design

Mobile design

Design system

Visual direction

The original site lacked structure, clarity, and a distinct brand identity.

Problem Statement

The previous website had usability challenges that created barriers for customers, such as:

Limited information architecture; Services weren’t clearly structured, making it difficult for users to understand offerings.
Lack of personality; The website felt generic and impersonal, failing to reflect the shop’s trusted reputation.
Confusing navigation; Multiple buttons with different labels led to the same action, causing uncertainty.
Difficult content management; There was no simple way to update or add new content, limiting long-term engagement.

Research & Strategy

To ensure the redesign effectively addressed these issues, I conducted competitive research on similar businesses’ websites and identified common pitfalls:

Service information was often unclear, leaving potential customers unsure of what was offered.
Websites lacked a personal touch, making the repair process feel intimidating.
Navigation was frequently cluttered, leading to a frustrating user experience.

Key Design Goals:

Improve clarity: A structured, easy-to-read services section.
Enhance usability: Simplified navigation for effortless browsing.
Humanize the brand: Conversational yet professional content to build trust.
Enable long-term updates: A user-friendly content management system.

Design Process

1. Restructuring services & improving information architecture

The original website lacked a clear structure, making it difficult for users to understand what the shop offered. I redesigned the services section with concise descriptions, logical categorization, and clear CTAs to remove uncertainty and make decision-making easier.

2. Streamlining navigation & user flow

To eliminate confusion, I simplified the navigation structure and ensured that all buttons were clearly labeled and led to distinct actions. This improved the overall usability and accessibility of the site.

3. Creating a seamless booking & contact flow

The booking process was redesigned to be straightforward and intuitive, streamlining it to a single step with one clear link that connects directly to the shop’s internal scheduling software—reducing friction and making it easier for users to book appointments or reach out with inquiries.

4. Establishing a more engaging & trustworthy brand presence

To humanize the experience, I incorporated friendly yet professional language that reflects the shop’s reputation and commitment to customer service. The design balances a modern aesthetic with a neighborhood feel, ensuring familiarity while appealing to new customers.

5. Implementing a maintainable content system

To keep the website fresh post-launch, I set up a user-friendly blog system that allows the owner to publish updates, promotions, and industry insights without requiring technical expertise.

6. Enhancing SEO & performance

To attract new users and improve discoverability, I optimized the site using SEO best practices, including:

Proper heading structures for better indexing.
SEO-friendly meta descriptions & alt text to improve visibility.
Fast load times & accessibility improvements for a smoother user experience.

Results & Impact

The final website successfully bridges the gap between familiarity and modernization, offering a functional, user-friendly, and engaging experience. Key outcomes include:

A well-structured services section that enhances clarity.
Intuitive navigation, improving user flow and accessibility.
A seamless booking process that encourages customer engagement.
A maintainable CMS-powered site, allowing the owner to update content effortlessly.
Improved SEO & performance, helping attract new customers.

This project showcases my ability to merge UX design principles with Webflow development, ensuring not only a visually appealing site but also a strategic, user-centric experience that meets both business and customer needs.

Charles Thompson

Co-owner, Granville & Avery Automotive

"I am delighted to recommend Annmarie for her exceptional work in creating a new website for Granville & Avery Automotive. In the short time since its launch, the website has proven to be a game-changer, generating a substantial number of appointment bookings and significantly boosting our online presence.

Annmarie's keen eye for design and her thoughtful, methodical approach to web development ensured that the site not only looks stunning but also functions seamlessly to meet our business needs. Her expertise has been instrumental in modernizing our brand and enhancing our customer engagement.

We are incredibly grateful for her dedication and innovative solutions. Without hesitation, I would recommend Annmarie to anyone seeking a talented and reliable web designer to elevate their online presence."

Enhancing customer engagement by making auto repair more approachable

Deliverables

Problem Statement

Research & Strategy

Design Process

Results & Impact

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