My Role & Activities
As Senior Manager of UX Design at WillScot, I led the end-to-end strategy, design, and development of the company’s digital experience. My primary role was to oversee the redesign of the WillScot website, customer portal, and mobile app.
WillScot – Senior Manager, UX Design
Project: Website, Customer Portal, and Mobile App Redesign
At the start of the project, I directed UX research efforts, conducting stakeholder interviews, customer interviews, and user testing to align business goals with customer needs. From these insights, we developed a forward-looking strategy that introduced e-commerce capabilities into the roadmap.
I served as the lead UX designer, working hands-on in Figma and Adobe Photoshop to design the overall website, portal, and app experience. This included building a full design system and style guide. I managed a team of two UI designers and partnered with an external marketing agency to integrate our refreshed brand across all digital properties. In collaboration with this agency, I also optimized the site for SEO—conducting keyword research and aligning design with search best practices.
Problem We Solved
The business needed to consolidate seven legacy websites into a single platform while merging two distinct brands under the WillScot identity. This meant migrating 558 pages across product catalogs, branch locations, investor relations, blogs, and careers content—without sacrificing page authority or traffic volume.
Key goals included:
Improving visibility of our full space solutions offering
Increasing organic traffic and engagement
Delivering a seamless mobile UX
Driving qualified lead generation for sales
Outcome
We successfully launched the new WillScot website and customer portal in August 2024. Results have been transformative:
+26% increase in traffic (over 90K unique users/month)
+15% increase in lead volume with 50% higher lead-to-conversion rate
Seamless integration of Salesforce chat, enabling real-time engagement between sales reps and customers
Improved alignment and communication across IT, marketing, and sales teams through shared UX processes
Business Impact
This project marked a major digital transformation for WillScot. For the first time, the website became a primary driver of qualified sales leads, surpassing the combined performance of all legacy sites.
Equally important, we embedded Lean Agile and iterative UX practices across the organization. Stakeholders, IT, and marketing now rely on UX research, data, and user behavior analytics (via Hotjar, Google Analytics, and Search Console) to prioritize digital improvements.
User Impact
Customers embraced the new WillScot Solutions Center to manage their space solutions and payments. Over 70% of customers actively use the portal or app daily, with $30M+ in payments processed directly through the platform. The result is a smoother, more self-service–oriented customer experience.