Product Design
Site Design
User Testing
Jiffy Lube
Purpose
Empower customers to meet their needs with smarter digital tools
Role
UX Director, UX Lead, Sr. UX Designer
Year
2019 - 2025
Product Design
Site Design
User Testing
Jiffy Lube
Purpose
Empower customers to meet their needs with smarter digital tools
Role
UX Director, UX Lead, Sr. UX Designer
Year
2019 - 2025
Product Design
Site Design
User Testing
Jiffy Lube
Purpose
Empower customers to meet their needs with smarter digital tools
Role
UX Director, UX Lead, Sr. UX Designer
Year
2019 - 2025
See Executive Summary
See Executive Summary
From vision to execution
From vision to execution
Jiffy Lube once set the standard for convenience, but customer expectations had evolved. In 2019, my team at AKQA partnered with the brand to redefine its future, placing digital at the core of the experience.
We reimagined the journey around customer empowerment, introducing tools like upfront pricing and personalized recommendations, supported by a clear vision and roadmap that repositioned Jiffy Lube as a leader in modern, on-demand automotive care. With strong alignment across the business, that vision quickly moved into execution.
Here are some key artifacts that provide a glimpse into the vision.
Jiffy Lube once set the standard for convenience, but customer expectations had evolved. In 2019, my team at AKQA partnered with the brand to redefine its future, placing digital at the core of the experience.
We reimagined the journey around customer empowerment, introducing tools like upfront pricing and personalized recommendations, supported by a clear vision and roadmap that repositioned Jiffy Lube as a leader in modern, on-demand automotive care. With strong alignment across the business, that vision quickly moved into execution.
Here are some key artifacts that provide a glimpse into the vision.
The first step toward service on their terms
The first step toward service on their terms
Due to platform and technical constraints, I first led a small team of 3 designers to launch with Order Ahead, the first execution within the Service On My Terms theme to increases customer agency and empowerment. This allows to sign up for a user account and price services across Jiffy Lube locations for the first time.
We quickly immersed ourselves in the franchise model, POS systems, and service flows, using rapid prototyping and iterative design to move forward, while simultaneously coaching the client and facilitating turning vague requirements into a solid foundation.
Due to platform and technical constraints, I first led a small team of 3 designers to launch with Order Ahead, the first execution within the Service On My Terms theme to increases customer agency and empowerment. This allows to sign up for a user account and price services across Jiffy Lube locations for the first time.
We quickly immersed ourselves in the franchise model, POS systems, and service flows, using rapid prototyping and iterative design to move forward, while simultaneously coaching the client and facilitating turning vague requirements into a solid foundation.
Flow Entry
Info Capture
Service Selection
Review and Submit
Refining the experience through testing
Refining the experience through testing
To validate the new interactive experience, we established a usability testing program to measure satisfaction and uncover friction early. Over six months, I led and facilitated four rounds of remote testing with 85 participants and 8 prototypes through UserZoom GO, guiding the team to generating actionable insights and optimization opportunities (examples below) we could action on swiftly, with no critical blockers to launch.
To validate the new interactive experience, we established a usability testing program to measure satisfaction and uncover friction early. Over six months, I led and facilitated four rounds of remote testing with 85 participants and 8 prototypes through UserZoom GO, guiding the team to generating actionable insights and optimization opportunities (examples below) we could action on swiftly, with no critical blockers to launch.
Designing a faster, clearer journey
Designing a faster, clearer journey
Jiffy Lube's goals to increase store visits and strengthen CRM, new analytics insights and our team's constant push for better unlocked new optimization potential for the estimates feature. We initiated a strategic audit that revealed a complex, drop-off-prone flow, especially at the vehicle input step, and limited value submitting an estimate.
In response, I led the team to redesign the experience through close client collaboration and multiple iterations, simplifying the journey while increasing business impact. The result: a streamlined flow (displayed below) with early email capture, a persistent progress tracker, faster vehicle search, and clearer value exchange through an “email to me” call-to-action and pricing only visible at the review step.
Jiffy Lube's goals to increase store visits and strengthen CRM, new analytics insights and our team's constant push for better unlocked new optimization potential for the estimates feature. We initiated a strategic audit that revealed a complex, drop-off-prone flow, especially at the vehicle input step, and limited value submitting an estimate.
In response, I led the team to redesign the experience through close client collaboration and multiple iterations, simplifying the journey while increasing business impact. The result: a streamlined flow (displayed below) with early email capture, a persistent progress tracker, faster vehicle search, and clearer value exchange through an “email to me” call-to-action and pricing only visible at the review step.
Flow Entry
Info Capture
Service Selection
Review and Submit
From service provider to trusted advisor
From service provider to trusted advisor
As a natural progression to bring the 2019 vision further to life, my small design team evolved Jiffy Lube into a trusted digital advisor, using personalization to deliver relevant guidance at the right moment.
Enabled by new technology in 2024, we designed Recommended For You, a data-driven experience that lets customers quickly look up their vehicle, view tailored maintenance recommendations from in-store inspections, and explore helpful education to keep their car in top shape.
As a natural progression to bring the 2019 vision further to life, my small design team evolved Jiffy Lube into a trusted digital advisor, using personalization to deliver relevant guidance at the right moment.
Enabled by new technology in 2024, we designed Recommended For You, a data-driven experience that lets customers quickly look up their vehicle, view tailored maintenance recommendations from in-store inspections, and explore helpful education to keep their car in top shape.
Recap and outlook
Recap and outlook
Vision execution and digital CX transformation rarely moves fast, especially at scale. Through early commitment, strategic clarity, and sustained collaboration, the ongoing site overhaul and feature evolution to empower customers and better meet their needs have delivered measurable results: higher net sales, increased store traffic, larger average tickets, and stronger uptake of non-core services.
Vision execution and digital CX transformation rarely moves fast, especially at scale. Through early commitment, strategic clarity, and sustained collaboration, the ongoing site overhaul and feature evolution to empower customers and better meet their needs have delivered measurable results: higher net sales, increased store traffic, larger average tickets, and stronger uptake of non-core services.
Interested in working together on something great?
Interested in working together on something great?
Interested in working together on something great?