Project Overview

NewLane Finance needed a complete digital transformation to better serve their growing customer base and compete in the modern equipment financing landscape.

The Challenge: User Experience

NewLane's existing website was hindering growth rather than enabling it. The outdated platform failed to communicate the company's value proposition and created friction at every touchpoint:

• Mobile experience fell short of modern standards, frustrating users on the go
• Navigation structure confused visitors, making key information difficult to find
• Visual design felt dated and undermined the brand's credibility
• Analytics blind spots prevented data-driven optimization
• Low conversion rates reflected the cumulative impact of these UX barriers

The site needed a complete reimagining to meet both user expectations and business objectives.

The Challenge: Technical Debt

The inherited WordPress codebase presented significant technical constraints that limited what could be achieved:

• Plugin bloat created maintenance headaches and performance bottlenecks
• Complex API integrations were impossible and limited to us to out of the box integrations
• Legacy architecture prevented the use of modern frameworks like React for creating fluid, app-like experiences
• Insufficient error logging made debugging issues a time-consuming guessing game

These technical limitations made it clear: incremental improvements wouldn't be enough. A modern rebuild was necessary to deliver the experience users deserved and the flexibility developers needed.

The Solution: A Modern Rebuild

I led a complete redesign and redevelopment of the NewLane website, replacing the legacy WordPress platform with a modern tech stack and implementing a user-centered design process from the ground up.

Strategic Approach

Discovery & Research Conducted stakeholder interviews and competitive analysis to understand user pain points and industry best practices. This research informed every design and technical decision that followed.

Design System Development Built a cohesive design language with reusable components, consistent typography, and a modern color palette that elevated the brand while ensuring scalability and maintainability.

Mobile-First Architecture Adopted a responsive design approach prioritizing mobile users first, then progressively enhancing the experience for larger screens. This ensured optimal performance across all devices.

Modern Tech Stack Rebuilt the site using React and Next.js, eliminating plugin bloat and enabling smooth, app-like interactions. This foundation provided the flexibility to implement complex features without technical constraints.

Custom CMS with Salesforce Integration Developed a tailored content management system integrated directly with Salesforce's API, designed specifically around the marketing team's workflows. This custom solution empowered the team to create and publish content independently while maintaining data consistency across systems. The integration automated key business workflows—syncing lead data, tracking content performance, and triggering follow-up sequences—giving the marketing team unprecedented visibility and control over their campaigns without requiring developer intervention.

Analytics & Data Infrastructure Implemented comprehensive analytics tracking across all user touchpoints, enabling data-driven decision making. Worked closely with the marketing team to define key conversion events, set up custom dashboards, and establish KPIs that aligned with business objectives.

Cross-Functional Collaboration Coordinated with the marketing team throughout the development process to ensure the technical implementation supported their campaigns and tracking needs. Regular sync meetings kept both teams aligned on priorities, launch timelines, and success metrics.

Performance & Accessibility Optimized load times and ensured WCAG compliance. Every interaction was designed to be fast, measurable, and inclusive.

The result was a website that not only looked modern but performed measurably better across all key metrics, with the analytics foundation to prove it and a content workflow that scaled with the business.