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Pacbrake
Arctic Leaf Inc. | UX Design | Responsive Website
As UX Designer at Arctic Leaf, I led the UX phase for modernization of Pacbrake's Miva-based e-commerce platform, resolving long-standing UX and technical issues, designing custom tools, and supporting both B2B and DTC growth for a large, catalog-driven automotive retailer.
The Challenge
Pacbrake's platform needed to support a complex automotive catalog, multiple customer types, and cross-border requirements without creating friction for users or internal teams. Navigation issues, mobile usability gaps, inventory display problems, and platform limitations were impacting conversions and operational efficiency. The goal was to simplify discovery and purchasing while fixing the technical issues slowing growth.
Consultation & Ideation
We aligned closely with Pacbrake on business goals, customer behaviours, and operational constraints. Product taxonomy was also a large part of discovery, which is working closely with the client to categorize and simplify the category setup. Discovery focused on how retail shoppers and dealer customers navigated the site, placed orders, and accessed product information. Key priorities included improving mobile buying flows, supporting dealer-specific needs, handling U.S. and Canadian content differences, and ensuring the platform could scale without ongoing workarounds.
Wireframing & Prototyping
High-fidelity wireframes were produced for all core pages to define layout, hierarchy, and functional flow ahead of development, validating improvements to navigation, category browsing, PDPs, and conversion paths, particularly on mobile. Custom flows were also defined for dealer-specific experiences and quick ordering to ensure usability across customer types.
Final Results
The redesigned platform became a faster, more dependable sales engine built to support both B2B and DTC growth. Mobile UX improvements drove stronger engagement and conversion, while clearer navigation and streamlined buying paths reduced friction across the catalog. Custom solutions, including a dealer portal, quick order page, flexible payment options for Canadian shoppers, and category taxonomy fixes, improved both customer experience and internal operations. Backend integrations and workflow improvements reduced errors, sped up fulfillment, and supported sustained revenue growth.
Wireframes and design work displayed on this page were created during my time at Arctic Leaf Inc. and are shown with permission. All associated intellectual property, including wireframes and final designs, remains the property of Arctic Leaf Inc.
This material is presented for portfolio and illustrative purposes only.
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