Demon Tweeks – Motorsport eCommerce Overhaul

 

For Demon Tweeks, I led a full UX/UI redesign focused on simplifying complex product discovery for motorsport professionals and enthusiasts. The challenge was to accommodate thousands of SKUs and specialized product categories while maintaining speed and excitement.

 

I performed heuristic evaluations, user testing, and persona creation across professional racers, mechanics, and hobbyists. I re-engineered navigation systems and product filters, designed wireframes emphasizing intuitive search and comparison, and developed a mobile-first responsive layout optimized for high-speed browsing. The UI reflected a performance-driven aesthetic using bold typography and visual rhythm aligned with motorsport culture.

 

The new design increased engagement, improved conversion, and reinforced Demon Tweeks’ reputation as the go-to digital destination for motorsport excellence.