This project was completed in collaboration with the team at Stay In Your Lane Co., where I was contracted as a UX designer. The work showcased here reflects my contributions as part of the broader creative and strategy team.
Strategic Website for Franchise Growth & Investor Alignment
The client requested a platform that would showcase their premium brand portfolio in a way that would be approved by Riverside, their private equity firm. A top priority was seamless integration with HubSpot for lead management, enabling internal teams to capture and nurture prospects effectively. The project also needed to work within the constraints of the WordPress Avada builder, which informed decisions around layout structure and component behavior.
End-to-End UX & Web Development in 13 Weeks
This project ran in parallel with the brand identity rollout from the graphic design team. Our UX process included competitive research, IA, user research, and iterative prototyping before moving into design and development in WordPress using the Avada builder.
Mapping Content Based on Research + Business Goals
I developed a comprehensive site map informed by competitive analysis of three franchise portfolio companies and stakeholder requirements from the Head to Toe Brands team. The structure was designed to showcase the full brand portfolio while aligning tightly with business goals and user flows.
Validating Navigation with Real Users
I conducted card sorting sessions with 3 participants aligned to the financial and age demographics identified by stakeholders. Participants were asked to prioritize content and group related information. These insights shaped the navigation logic and page structure, confirming the importance of "Our Brands" and "Own A Franchise" as top-tier destinations.
Layouts Within WordPress Constraints
I explored a variety of possible layouts, ensuring all options were feasible within the limitations of the Avada theme builder. These sketches helped visualize content hierarchy, storytelling arcs, and potential CTA placements.
Structuring for Flexibility & Feedback
These grayscale wireframes were designed to work with Avada's modular system. They were refined over multiple iterations and stakeholder reviews to align with both user needs and marketing requirements.
Coordinated Brand Identity Integration
These visual guidelines were created by the graphic design team at Stay In Your Lane Co. in collaboration with Head to Toe Brands. Colors and fonts were selected for readability, accessibility, and brand expression.
Visual Prototypes for Strategy-Driven Styling
These early mockups tested how brand colors, button treatments, and section layouts could support investor-focused storytelling. We prioritized clarity, trust-building, and visual consistency throughout.
Homepage Built for Conversion & Clarity
Working closely with the marketing team, I implemented SEO-optimized copy, CTAs tailored to franchise leads, and integrated HubSpot forms. Brand navigation was made persistent and accessible across every page, reflecting key user priorities.
Seamless Mobile Responsiveness
We ensured the site performed beautifully across mobile devices. All content, CTAs, and layout patterns were adapted to prioritize mobile clarity, maintaining strategic messaging and engagement on small screens.
Key Takeaways
Success Measures:
• Franchise Inquiry Conversion Rate: Increase in visitors completing franchise inquiry forms
• Priority Content Engagement: High interaction on "Our Brands" and "Own A Franchise" pages
• Trust Element Performance: Strong engagement with testimonials and financial proof points
• Application Process Completion: Reduced drop-off during multi-step franchise application flows
• Priority Content Engagement: High interaction on "Our Brands" and "Own A Franchise" pages
• Trust Element Performance: Strong engagement with testimonials and financial proof points
• Application Process Completion: Reduced drop-off during multi-step franchise application flows
What I Learned:
• Working within a WordPress builder constraint can still yield highly custom, strategic design when paired with strong research and layout thinking
• Early alignment between design and brand teams makes final implementation smoother
• Card sorting was especially valuable in aligning page structure with how real users think
• Competitive audits gave clear direction on what to replicate and what to improve
• Early alignment between design and brand teams makes final implementation smoother
• Card sorting was especially valuable in aligning page structure with how real users think
• Competitive audits gave clear direction on what to replicate and what to improve
See how research-driven design shapes every project