E-Z-Go website redesign
THE CHALLENGE
E-Z-GO needed to modernize its online presence to match its brand prominence. The primary goal was to overhaul its consumer and fleet sites to better meet the unique needs of both audiences.
This overhaul required setup with Magento, a cutting-edge headless e-commerce platform. The real challenge was the tight timeline. We had to complete a project that usually takes 18 months in just six, all while staying on budget.
ROLE
Lead Visual Designer
PRIMARY SKILLS
Research & Discovery
UI & Interaction Design
Ecommerce UX Strategy
Reusable Pattern Library
WCAG 2.1 AA Compliance
Interactive Prototyping
Stakeholder Management
Style Guide Creation
BARKLEYOKRP WEB TEAM
Heather Morrison (User Experience)
Amy Weiss (Content)
Jake Turpin (Content)
Josh Petry (Development)
Dave White (Development)
Megan Kelly (Project Management)
Plus many more who deserve a massive amount of gratitude!
The purpose of the E-Z-GO homepage is to introduce consumer and fleet users to the brand while ensuring they can easily take the next steps in their buying journey. We created a visual language with the UI that evokes energy and motion through angled shapes. This visual language provided a strong representation of E-Z-GO's industry-best performance and innovative technology.
THE INSIGHT
The The golf cart category is no longer a sleepy corner of the turf-equipment market.
Global demand rose from $2.24 billion in 2023, and it’s expected to reach $3.58 billion by 2032. This growth is driven by personal-use carts, planned communities, and electrified fleet contracts.
The digital experience didn’t keep up. Today’s buyers shop like car buyers, but the site still resembled a brochure. BarkleyOKRP needed to deliver a modern buying experience built to convert, not just inform. The new site needed to drive revenue through custom dealer-franchise orders and aftermarket sales.
My design approach is deeply rooted in Atomic Design. After discovery, the first design artifact created for E-Z-GO was a library of foundational building blocks. It included color usage guidelines, iconography, typography scale, inputs, selectors, buttons, and more. For E-Z-GO, the goal was to create a consistent integration of the brand language of energy and motion through angled shapes in every aspect of the UI.
These foundational building blocks come together to form components for specific content types. For E-Z-GO, this library has many flexible, custom components that emphasize product storytelling and guided users toward a purchase.
The team created a library of page templates to balance flexibility and cohesion for diverse site audiences. The library included a flexible Model Detail template to accommodate the entire model catalog. It also included templates with greater technical complexity, including fully custom Build & Price and Model Comparison tools.
“We’ve had nothing but resounding positive feedback from internal and external stakeholders and leadership today. BarkleyOKRP, thank you all so much for your hard work, and please pass on our thanks and excitement.”
SARAH BETH HILL, DIRECTOR OF BRAND STRATEGY, TEXTRON SPECIALIZED VEHICLES (E-Z-GO)THE SOLUTION
The team leveraged the flexibility of Drupal and Magento to build a headless commerce architecture. This approach allowed for a robust backend, capable of handling complex business requirements, while providing a fluid and customizable frontend experience.
Despite the complexity, our execution and close alignment with E-Z-GO stakeholders delivered the platform on an accelerated six-month timeline, on budget and built to sell.
THE RESULTS
+200% organic traffic in 5 months following launch (Feb–July 2024)
+76% YOY organic traffic (Feb 2025 vs. Feb 2024)
4× total sessions at peak (July 2024 vs. launch)
+121% average monthly traffic post-launch — roughly double the volume seen before the redesign
Positive feedback from dealers, fleet buyers, and personal-use customers
Reinforced E-Z-GO’s category leadership with a modern, scalable platform
Disclaimer: E-Z-GO is an active client of BarkleyOKRP; proprietary sales data are confidential and cannot be disclosed.