KC HiLiTES has been the definitive name in off-road lighting since 1970. But their website wasn't keeping pace with their reputation. The leadership team wanted an end-to-end design partner that could bring the brand and website up to the standard of the product.
Website audit and heatmap data from Hotjar surfaced exactly where users dropped off and what they couldn't find. Users struggled with navigation depth, couldn't filter by vehicle compatibility, and frequently bounced off product pages before converting.
We rebuilt the sitemap from scratch, grouping products around how customers actually think, not internal catalog logic. The new structure reduced navigation depth, surfaced the most popular categories at the top level, and treated vehicle compatibility as a first-class dimension.
Mega-menu panels with visual category previews serve the former. Persistent search with smart filtering serves the latter. A dark variant handles product-category landing pages where the photography demands it.
Typography, color tokens, interactive states, product cards, navigation patterns, and form elements created a consistent foundation the development team could build from and extend.
Product pages lead with clarity — hero shots, model selectors, and key specs above the fold, with compatibility information and related products following a hierarchy that guides from interest to purchase. Feature and spec pages give technical buyers the depth they need without burying casual browsers. On mobile, the experience was built with the same rigor as desktop: thumb-friendly navigation, swipeable galleries, and a checkout path designed around people actively working on their vehicles.
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