ROUSH Performance produces some of the highest performing vehicles and components available anywhere. The brand is known for precision engineering and pushing limits, whether on the street or the racetrack. And when it came time to redesign its eCommerce website and build it on Magento, ROUSH Performance turned to NewFoundry.
A performance automotive brand with a storied racing past needs its website to tell that story. The former ROUSH Performance website emphasized free shipping deals and the types of parts available for purchase while missing an opportunity to connect with customers on an aspirational and emotional level. We reimagined the information architecture of the website to reinforce the brand’s premium marketplace positioning and strengthen the messaging. The new homepage shines a light on the racing heritage and muscle that is infused into every aspect of the ROUSH Performance brand. It’s easy for the user to find the information they crave and about ROUSH vehicles and performance parts – and enjoy a frictionless purchase experience – via the top menu and featured products links on the lower half of the home page.
NewFoundry designers extended the look we created for the ROUSH Performance brand previously in its vehicle configurator to develop the look of the new website. Key aspects of the established visual language were applied in new ways, including layout and use of negative space, color palette, typography, photography styles, rendering characteristics, and forward-leaning call-to-action treatments.
NewFoundry engineers worked alongside our design team to bring the new design vision to life as an all-new Magento-based eCommerce site. From implementing core Magento functionality to showcasing ROUSH Performance products and content in a clean and easy-to-navigate interface to deploying in AWS, our team engineered a scaleable eCommerce sales engine specifically for ROUSH Performance; a custom payment processing solution integrates with its legacy enterprise platform. And of course, we made sure it all worked lightning fast.
Between the vehicle configurator, a dealer portal, the new flagship website, the Active Exhaust product app and a sales kiosk application that NewFoundry has designed and engineered for ROUSH Performance, the brand is now represented in the B2C and B2B digital realms with consistent, compelling, and seamless user experiences at every turn.