No Central Hub
New hires and external visitors had no single place to understand the full scope of Enthusiast Enterprises. Each division was its own island, with no connective tissue between them.
UI/UX Case Study
Enthusiast Enterprises
Building the central hub for a $1M+/day e-commerce network
01
Project Overview
Enthusiast Enterprises is the parent company of 9+ specialized automotive e-commerce divisions — including Custom Offsets, Fitment Industries, SD Wheel, MAPerformance, Vivid Racing, TrailBuilt Off-Road, Function Powersports, Mr. Wheel Deal, and SD Wheel Wholesale.
Together these brands generate over $1M in revenue daily and serve 800+ brands across 2M+ products. Despite this scale, there was no single web presence connecting them all. This project set out to change that — designing a unified digital hub from the ground up.
9+
Divisions unified
$1M+
Daily revenue across network
2M+
Products in catalog
800+
Brands represented
20+
Years in business
Desktop — Homepage hero · enthusiastenterprises.com
Mobile — Responsive layout
02
The Problem
Before this project, the 9+ Enthusiast Enterprises divisions operated in silos. Internal communication relied entirely on Google Suite — emails, shared docs, and spreadsheets. There was no external-facing destination that tied the brand family together.
Fragmented Shopping
Customers who were fans of multiple EE divisions had no way to discover or access related brands in one place, limiting cross-division sales opportunities.
No Centralized Careers
Job seekers had no awareness that these 9+ brands were under one roof. There was no unified careers section, causing the company to miss out on talent who might qualify across multiple divisions.
03
Who We Designed For
🧑💼
Alex, New Hire
Recently Onboarded Employee
- Understand all EE brands quickly
- Know which division does what
- Find internal resources
🚗
Jordan, Auto Enthusiast
General Public / Customer
- Discover all EE brands
- Shop across divisions
- Learn about the company story
🔍
Maya, Job Seeker
Automotive Industry Applicant
- Find open roles across all divisions
- Understand company culture
- Apply in one place
🤝
Chris, B2B Partner
Distributor / Wholesale Partner
- Identify the right division to work with
- Understand product catalog scope
- Connect with wholesale (SD Wheel Wholesale)
04
Design Thinking Process
🔍
Empathize
Conducted stakeholder interviews with HR, division leads, and new hires. Analyzed gaps in internal communication and external brand awareness.
Stakeholder Interviews
🎯
Define
Synthesized findings into 3 core problem statements. Mapped the 4 user types and their distinct needs.
Problem Statements · Personas
💡
Ideate
Ran competitive analysis of multi-brand parent sites. Explored IA options. Sketched wireframe concepts in Figma.
Competitive Analysis · Wireframes
✏️
Prototype
Built high-fidelity prototypes in Figma. Defined the style guide. Presented interactive prototype to dev team and stakeholders.
Figma Prototype · Style Guide
🚀
Test & Launch
Collaborated through multiple feedback rounds. Advocated for design vision, navigating pushback and iterating until the site went live.
Live Website
05
Competitive Analysis
To inform the design strategy, three comparable multi-brand parent company sites were analyzed against key UX criteria.
| Feature | Enthusiast Enterprises | Berkshire Hathaway | IAC | Genuine Parts Co. |
|---|---|---|---|---|
| Division Hub / Brand Directory | ✅ | ❌ | ✅ | ✅ |
| Centralized Careers Section | ✅ | ✅ | ✅ | ✅ |
| Cross-brand Shopping | ✅ | ❌ | ❌ | ❌ |
| Mobile Responsive | ✅ | ❌ | ✅ | ✅ |
| Brand Storytelling / About | ✅ | ✅ | ✅ | ✅ |
"Most competitor parent sites lack cross-brand shopping or a visual brand directory. This was an opportunity to make EE's hub genuinely useful — not just a corporate landing page."
06
Information Architecture
The site needed to serve 4 user types simultaneously while keeping navigation simple. The IA was designed around 5 top-level entry points.
Enthusiast Enterprises
Home
Our Story
Divisions
Shop / Merch
Careers
Custom Offsets
Fitment Industries
SD Wheel
+ 6 more...
07
Key Design Decisions
Single-Page Scrolling Architecture
Context
With 4 user types and 9 divisions to surface, a deep nav structure risked overwhelming users.
Rationale
Chose a single long-scroll layout with anchor navigation so every user type could find their section quickly without drilling into sub-pages.
Outcome
Reduced navigation complexity while surfacing all key content above the fold for each user group.
Our Story — single-page scroll with tabbed navigation (Empathize → Define → Ideate → Build)
Division Cards as the Primary UI Pattern
Context
The 9 divisions each have their own logos, vehicles, and identities that needed to be respected.
Rationale
Designed a consistent card component (vehicle image + logo + description + CTA) that respected each brand's identity while creating visual cohesion across the page.
Outcome
Users can scan all divisions at a glance and click through to the right destination.
Our Divisions — consistent card pattern applied across all 9 brands
Advocating for Launch Despite Dev Pushback
Context
After building and delivering the Figma prototype and working code, the development team was hesitant to push the site live due to it being an entirely new web property.
Rationale
Facilitated multiple cross-functional alignment sessions, documented design rationale clearly, and iterated on technical constraints flagged by the team.
Outcome
Successfully launched the live site at enthusiastenterprises.com — turning a net-new idea into a real product.
💡 Designer's Note: "The hardest part wasn't designing the site — it was championing it. Getting cross-functional buy-in for a brand-new web property required clear communication, patience, and persistence."
08
Style Guide
Typography
WE ARE ENTHUSIASTS
Enthusiast Enterprises
Building the central hub for a $1M+/day e-commerce network of automotive brands.
UI/UX Case Study · 2024
Color Palette
#0a0a0a
Near Black
#111111
Surface
#ce202f
Red Accent
#c0392b
Red Accent
#f5f5f5
Primary Text
#888888
Muted Text
UI Components
Primary Button
Ghost Button
Division Card
Brand Card
Product Card
09
Results & Impact
↑ Traffic
Increased site traffic to enthusiastenterprises.com
0
All brands unified under one digital roof for the first time
↑ Applications
Growth in job applications via centralized careers section
- Replaced fragmented Google Suite communication with a public-facing brand hub
- Enabled cross-division brand discovery for customers and new hires
- Provided a single destination for job seekers across all 9 divisions
- Successfully shipped a net-new web property through cross-functional collaboration
- Delivered responsive experience across desktop, tablet, and mobile
EEI Brand Accessories — unified cross-division merch hub
Cross-brand Shopping — division-filtered product experience
This project reinforced that great UX work doesn't end at the design file. Asanka's biggest challenge — and win — was navigating the organizational process to get a brand-new website from Figma prototype to live product. The ability to communicate design value to non-designers is a core UI/UX skill, and this project was a masterclass in it.
10
Lessons Learned
01
Cross-functional Communication is a Design Skill
Getting dev team buy-in required the same clarity and intentionality as the design itself. Documenting decisions, explaining rationale, and iterating collaboratively were essential.
02
Consistency Unifies Complexity
With 9 unique brands, a strong design system — consistent card patterns, shared typography, unified color palette — was the only way to make the hub feel cohesive, not chaotic.
03
Design for All Entry Points
With 4 user types, every section had to work for someone different. Designing with multiple mental models in mind made the IA far more resilient.