Tom Lombardo

Make It Your Ride

b. 1986, HK.

 

My Role & Activities

As the lead designer, I managed the full UX/UI design and development of the Accessory.Parts e-commerce website, brand ambassador community site, and the Make It Your Ride (MIYR) app. I also led a team of developers and worked closely with vendors who managed over 30+ custom vehicle social media channels for Accessory.Parts.

 

Make It Your Ride App & Accessory.Parts Ecosystem

Role: Lead Designer & Product Manager

My responsibilities included:

  • Designing user flows and interfaces for the web, app, and community platforms

  • Overseeing SEO optimization and vehicle/accessory data integration to support e-commerce scale

  • Conducting extensive customer and user testing to refine the digital journey from social media engagement through to conversion in the web/app platforms

  • Managing external vendors for app development (iOS & Android) and coordinating with the social media marketing teams to align digital campaigns with user experience goals

Problem We Solved
Auto accessory buyers lacked a centralized, engaging digital experience to both purchase parts and connect with fellow enthusiasts. Dealerships and aftermarket providers needed better tools to reach this audience and convert their enthusiasm into accessory sales.

Our goal was to create a community-driven ecosystem where enthusiasts could explore vehicle builds, personalize accessories, and engage socially through integrated digital channels.

Outcome
The Accessory.Parts platform and Make It Your Ride app achieved strong adoption:

  • Built a community of 100+ car clubs nationwide

  • Generated 300+ qualified leads per month across digital channels

  • Created high-authority content through enthusiast-generated recommendations and builds

  • Established a strong brand presence through tightly connected social media → web → app journeys

Business Impact
Within 18 months, Accessory.Parts sold $14.2 million in accessories across the website, app, and social media channels. The project positioned the company as a competitive force in the automotive aftermarket digital retail space, leveraging community engagement as a sales driver.

User Impact
Enthusiasts gained a community platform to share vehicle builds, showcase modifications, and inspire others

The Make It Your Ride app allowed users to directly explore, visualize, and purchase accessories, bridging passion and commerce

Brand ambassadors and car clubs were empowered with digital tools to grow their own communities while promoting key accessory packages