PCR Website and UX Strategy
PCR Website and UX Strategy
PCR Website and UX Strategy
A full website and UX strategy overhaul for PCR, focused on simplifying user journeys, strengthening lead-generation pathways, and better showcasing the company’s services, events, and dealer network. The redesign contributed to a 200% month-over-month increase in traffic and generated four new dealer leads within the first few weeks.
Year :
2026
Client :
PCR- PRIDE Centric Resources
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Industry:
Creative Agency
Live Site URL :
Problem :
PCR’s previous website no longer reflected the scale, value, or capabilities of the organization. As a national restaurant equipment buying group supporting dealers across the country, PCR offers a wide range of services including purchasing programs, marketing support, training initiatives, vendor partnerships, conferences, and lead generation. However, much of this value was either difficult to find or not effectively communicated through the existing site.
The previous website relied on outdated layouts, weak information hierarchy, and limited calls-to-action, making it difficult for prospective dealers to understand the benefits of membership or take meaningful action. Key areas of the business—including training programs, marketing services, events, and vendor relationships—were underrepresented despite being major differentiators for the organization.
The primary goal of the redesign was to create a more modern, conversion-focused website that would generate qualified dealer leads while better communicating the full value of PCR membership.
Solution :
I restructured the website around clearer user pathways, stronger calls to action, and more intentional content hierarchy. The new experience makes it easier for prospective dealers to understand PCR’s value, explore its services and events, and take the next step through more prominent, robust lead-generation forms.
I also created a more flexible visual and content system that better reflects the refreshed brand, gives key offerings greater visibility, and supports future additions such as the interactive dealer map. The final site balances business goals with a simpler, more intuitive experience across desktop and mobile.
Process :
I began by reviewing the existing site structure, identifying unclear pathways, buried content, and missed opportunities for conversion. From there, I reorganized the information architecture around PCR’s primary audiences and business goals, then mapped out clearer user journeys for prospective dealers, existing members, and event visitors.
I designed the new experience in Figma, working closely with the Creative Director as the refreshed brand took shape. I translated the approved direction into a responsive WordPress build, created stronger calls to action and more robust forms, and developed flexible page systems that could support future content such as the interactive dealer map. Throughout the process, I balanced usability, visual consistency, internal editing needs, and lead-generation goals.
Outcome :
The redesigned site launched with a clearer structure, more focused messaging, and stronger pathways for users to explore PCR’s services, events, and dealer network. Within the first few weeks, it generated four new dealer leads and contributed to a 200% month-over-month increase in website traffic.
Beyond the initial results, the new system gave the internal team a more flexible foundation for future growth. Key offerings are easier to find, calls to action are more prominent, and the site is better equipped to support new content, campaigns, and interactive features over time.
More Projects
PCR Website and UX Strategy
PCR Website and UX Strategy
PCR Website and UX Strategy
A full website and UX strategy overhaul for PCR, focused on simplifying user journeys, strengthening lead-generation pathways, and better showcasing the company’s services, events, and dealer network. The redesign contributed to a 200% month-over-month increase in traffic and generated four new dealer leads within the first few weeks.
Year :
2026
Client :
PCR- PRIDE Centric Resources
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Industry:
Creative Agency
Live Site URL :
Problem :
PCR’s previous website no longer reflected the scale, value, or capabilities of the organization. As a national restaurant equipment buying group supporting dealers across the country, PCR offers a wide range of services including purchasing programs, marketing support, training initiatives, vendor partnerships, conferences, and lead generation. However, much of this value was either difficult to find or not effectively communicated through the existing site.
The previous website relied on outdated layouts, weak information hierarchy, and limited calls-to-action, making it difficult for prospective dealers to understand the benefits of membership or take meaningful action. Key areas of the business—including training programs, marketing services, events, and vendor relationships—were underrepresented despite being major differentiators for the organization.
The primary goal of the redesign was to create a more modern, conversion-focused website that would generate qualified dealer leads while better communicating the full value of PCR membership.
Solution :
I restructured the website around clearer user pathways, stronger calls to action, and more intentional content hierarchy. The new experience makes it easier for prospective dealers to understand PCR’s value, explore its services and events, and take the next step through more prominent, robust lead-generation forms.
I also created a more flexible visual and content system that better reflects the refreshed brand, gives key offerings greater visibility, and supports future additions such as the interactive dealer map. The final site balances business goals with a simpler, more intuitive experience across desktop and mobile.
Process :
I began by reviewing the existing site structure, identifying unclear pathways, buried content, and missed opportunities for conversion. From there, I reorganized the information architecture around PCR’s primary audiences and business goals, then mapped out clearer user journeys for prospective dealers, existing members, and event visitors.
I designed the new experience in Figma, working closely with the Creative Director as the refreshed brand took shape. I translated the approved direction into a responsive WordPress build, created stronger calls to action and more robust forms, and developed flexible page systems that could support future content such as the interactive dealer map. Throughout the process, I balanced usability, visual consistency, internal editing needs, and lead-generation goals.
Outcome :
The redesigned site launched with a clearer structure, more focused messaging, and stronger pathways for users to explore PCR’s services, events, and dealer network. Within the first few weeks, it generated four new dealer leads and contributed to a 200% month-over-month increase in website traffic.
Beyond the initial results, the new system gave the internal team a more flexible foundation for future growth. Key offerings are easier to find, calls to action are more prominent, and the site is better equipped to support new content, campaigns, and interactive features over time.
More Projects
PCR Website and UX Strategy
PCR Website and UX Strategy
PCR Website and UX Strategy
A full website and UX strategy overhaul for PCR, focused on simplifying user journeys, strengthening lead-generation pathways, and better showcasing the company’s services, events, and dealer network. The redesign contributed to a 200% month-over-month increase in traffic and generated four new dealer leads within the first few weeks.
Year :
2026
Client :
PCR- PRIDE Centric Resources
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Industry:
Creative Agency
Live Site URL :
Problem :
PCR’s previous website no longer reflected the scale, value, or capabilities of the organization. As a national restaurant equipment buying group supporting dealers across the country, PCR offers a wide range of services including purchasing programs, marketing support, training initiatives, vendor partnerships, conferences, and lead generation. However, much of this value was either difficult to find or not effectively communicated through the existing site.
The previous website relied on outdated layouts, weak information hierarchy, and limited calls-to-action, making it difficult for prospective dealers to understand the benefits of membership or take meaningful action. Key areas of the business—including training programs, marketing services, events, and vendor relationships—were underrepresented despite being major differentiators for the organization.
The primary goal of the redesign was to create a more modern, conversion-focused website that would generate qualified dealer leads while better communicating the full value of PCR membership.
Solution :
I restructured the website around clearer user pathways, stronger calls to action, and more intentional content hierarchy. The new experience makes it easier for prospective dealers to understand PCR’s value, explore its services and events, and take the next step through more prominent, robust lead-generation forms.
I also created a more flexible visual and content system that better reflects the refreshed brand, gives key offerings greater visibility, and supports future additions such as the interactive dealer map. The final site balances business goals with a simpler, more intuitive experience across desktop and mobile.
Process :
I began by reviewing the existing site structure, identifying unclear pathways, buried content, and missed opportunities for conversion. From there, I reorganized the information architecture around PCR’s primary audiences and business goals, then mapped out clearer user journeys for prospective dealers, existing members, and event visitors.
I designed the new experience in Figma, working closely with the Creative Director as the refreshed brand took shape. I translated the approved direction into a responsive WordPress build, created stronger calls to action and more robust forms, and developed flexible page systems that could support future content such as the interactive dealer map. Throughout the process, I balanced usability, visual consistency, internal editing needs, and lead-generation goals.
Outcome :
The redesigned site launched with a clearer structure, more focused messaging, and stronger pathways for users to explore PCR’s services, events, and dealer network. Within the first few weeks, it generated four new dealer leads and contributed to a 200% month-over-month increase in website traffic.
Beyond the initial results, the new system gave the internal team a more flexible foundation for future growth. Key offerings are easier to find, calls to action are more prominent, and the site is better equipped to support new content, campaigns, and interactive features over time.