Recurring Revenue Juggernaut

Turbocharging Camping World's product growth, driven by user-tested performance, a synergy of speed and collaboration, and a relentless commitment to innovation.

Highlight: 185% growth on Rentals, click here

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Goals

Based on customer feedback through Bizrate and Yapo reviews, below are some of the core opportunities for improvement:

Improve Sales
During the uncertain times of COVID, customers hesitated due to uncertainty about the right RV products for their specific class and type, based on Bizrate and Yapo reviews.

Confusing PLP and PDP Experience
Suboptimal User Experience on Retail Product Listing and Product Detail Pages (PLP and PDP). Retail lacked essential user education, leading to confusion and disjointed product landing pages.

Establish User Journey
Create clear solutions for both technical and non-technical audiences, that were scalable, fast and optimized with business requirements based on the correct data.

Solutions

ENTERPRISE DESIGN TOKENS

By implementing a robust design system, Camping World was able to grow business exponentially between 2020 into 20230 (my tenure) and up until now, specifically through usability.

The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Effortless scaling in Figma- Enterprise Design System's local variables at work

Leveraging other successful Enterprise Design System approaches, I suggest a Design Tokens schema for Engineers, inspired by Uber's approach. This schema promotes efficient component creation with versatile UI options for exceptional user experiences. While this was not implemented due to more high priorities projects, would have loved to see a true atomic approach such as below:

DNA of Design system schema - using Base. Why reinvent the Wheel?

LOCALIZATION 🇩🇪🇧🇷🇨🇳🇯🇵🇦🇪

Multi-lingual Applications

Eventually we also had on the road map to shift to Localization.

OEM UX UI Design with localization

Main Two benefits of localization:
2x Market Reach
Offering your web app in multiple languages opens up your Business to foreign markets on a global scale, increasing your potential user base by double or ten times that.

Increased Revenue

By tapping into foreign markets, your Enterprise can potentially generate additional revenue streams and increase your overall profitability without marketing spend.

Bonus: Regulatory sweetheart

Within the world of Regulatory Compliance, regions matter. In some countries, localization might be required for regulatory or legal reasons. Embedding a localization strategy right now, helps allow you to access those markets without barriers, when it is time. And trust me, it will be time if you implement some of the same strategies Camping World has done, with much success.

DARK MODE

Increasing Productivity

We also set to eventually implement a dark mode effort.

OEM Deal Optimization - Dark Mode

Salesforce Optimization


THE CHALLENGES

Lost Sales transformed to 2.5% revenue GROWTH

Both the RV Division as well as Retail divison lost sales, especially during the uncertain times of COVID, as customers hesitated due to uncertainty about the right RV products for their specific class and type, based on Bizrate and Yapo reviews.

Confusing PLP and PDP Experience transformed to PRESS ACCOLADES

Suboptimal User Experience on Retail Product Listing and Product Detail Pages (PLP and PDP). Retail lacked essential user education, leading to confusion and disjointed product landing pages.

Inefficient Salesforce layout innovated and updated to add onto $18M Sales Growth for already-boomig Finance Rehash operation 

In 2020, there were no customer journeys in sight, with the UX Team yet to create any user flows. It was a challenging task ahead.

FRAMEWORK PROCESS: LEAD WITH RESEARCH AND CUSTOMER FEEDBACK

Leading with the best data from vetted sources

Before jumping into designing this or that, always begin with data and research. The research is essential to make informed decisions. A data-supported approach is critical to mitigate risks and avoid faulty assumptions about your users. I made it my job to evangelize the importance of usability research, information architecture, and UI design based on Nielsen Norman Group Principles, as well as the role of testing and innovation, if we are to succeed and emerge from covid and beyond, as continued leaders in the RV space.

DESIGN TOKENS: A beautifully connected database within the Design System

IMPROVING WITH EFFICIENT BUSINESS DELIVERABLES

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Effortless scaling in Figma- Enterprise Design System's local variables at work

Leveraging other successful Enterprise Design System approaches, I suggest a Design Tokens schema for Engineers, inspired by Uber's approach. This schema promotes efficient component creation with versatile UI options for exceptional user experiences. While this was not implemented due to more high priorities projects, would have loved to see a true atomic approach such as below:

DNA of Design system schema - using Base. Why reinvent the Wheel?

LOCALIZATION 🇩🇪🇧🇷🇨🇳🇯🇵🇦🇪

Multi-lingual Applications

Eventually we also had on the road map to shift to Localization.

OEM UX UI Design with localization

OEM UX UI Design with localization

Main Two benefits of localization:
2x Market Reach
Offering your web app in multiple languages opens up your Business to foreign markets on a global scale, increasing your potential user base by double or ten times that.

 

Increased Revenue

By tapping into foreign markets, your Enterprise can potentially generate additional revenue streams and increase your overall profitability without marketing spend.

 

Bonus: Regulatory sweetheart

Within the world of Regulatory Compliance, regions matter. In some countries, localization might be required for regulatory or legal reasons. Embedding a localization strategy right now, helps allow you to access those markets without barriers, when it is time. And trust me, it will be time if you implement some of the same strategies Camping World has done, with much success.

DARK MODE

Increasing Productivity

We also set to eventually implement a dark mode effort.

OEM Deal Optimization - Dark Mode

With a scalable component Design System as our building blocks, and a Lean Agile framework as our base, we can now delve into practical applications and projects from my time with Marcus Lemonis Brilliant Team over at Camping World and Good Sam.

Salesforce Optimization

Finance Rehash Project Walkthrough

What were some of the Issues faced within Salesforce?

❌ Complex process in Salesforce layout

❌ Inaccurate deal data lead to loss in lead quality

❌ Want improved deal structures

Smarter, Faster, deals with Salesforce
By user-testing with Stakeholders and building out lightning-fast solutions in Salesforce, I was able to help Rehash team of RV Sales in Camping world:

✅ Increase revenue through approved rehash deals by over $3 million

✅ Accelerate deal structures by 2x

✅ Cut inefficient Salesforce flows, saving 3 hours

🚀 Aligned offline and online Sales team through Salesforce optimization

🔥 Rehash Department continues to accelerate Enterprise cashflow with new deals

💪 Templatized user journey for automated insights for new projects, slashing time to market by up to 20%

Process Optimization
As the lead ux for IT (2021-2023), I spearheaded a user testing initiative that resulted in a 20% increase in RV sales revenue. By refining question pipelines and eliminating cognitive biases, I uncovered crucial insights that directly led to a 15% improvement in overall enterprise profitability. Additionally, my tailored approach to understanding Finance Rehash workflows resulted in a 25% increase in shareholder trust. Through my efforts, I not only impacted the bottom line but also provided second-chance applicants with the opportunity to realize their RV Dreams.

Process Optimization: User Journeys
User Journeys help uncover crucial insights that directly lead to improvement in overall enterprise profitability and increase in shareholder trust.

Figma Lightning: Token

Empowers the utilization of Design Tokens across various design elements, including border radii, spacer units, semantic color palettes, and typography styles that can seamlessly reference other tokens. This functionality enables real-time token modifications, facilitating instant updates throughout the document, its styles, or specific selections.

Campaigns

RV SHOWS

Igniting Enthusiasm through RV Shows


THE CHALLENGES

Lost Sales transformed to 2.5% revenue GROWTH

Both the RV Division as well as Retail divison lost sales, especially during the uncertain times of COVID, as customers hesitated due to uncertainty about the right RV products for their specific class and type, based on Bizrate and Yapo reviews.

Confusing PLP and PDP Experience transformed to PRESS ACCOLADES

Suboptimal User Experience on Retail Product Listing and Product Detail Pages (PLP and PDP). Retail lacked essential user education, leading to confusion and disjointed product landing pages.

Inefficient Salesforce layout innovated and updated to add onto $18M Sales Growth for already-boomig Finance Rehash operation 

In 2020, there were no customer journeys in sight, with the UX Team yet to create any user flows. It was a challenging task ahead.

FRAMEWORK PROCESS: LEAD WITH RESEARCH AND CUSTOMER FEEDBACK

Leading with the best data from vetted sources

Before jumping into designing this or that, always begin with data and research. The research is essential to make informed decisions. A data-supported approach is critical to mitigate risks and avoid faulty assumptions about your users. I made it my job to evangelize the importance of usability research, information architecture, and UI design based on Nielsen Norman Group Principles, as well as the role of testing and innovation, if we are to succeed and emerge from covid and beyond, as continued leaders in the RV space.

DESIGN TOKENS: A beautifully connected database within the Design System

IMPROVING WITH EFFICIENT BUSINESS DELIVERABLES

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Now that the Lean UX Framework is in place, my focus shifted to having design and code alignment. Which we did complete. The existing Design System (DSM) was readily available, however, not scalable. I took it upon myself to recommend the Teams strongest systems designer (who is now a UX Lead) to ensure the DSM consistent use across all projects. We assisted fellow designers in utilizing it effectively. Drawing from my previous experience as the UX Co-Lead for Design Systems at IHG, I initiated regular "DSM-Thursdays" meetings with UX Leads and UX Designer level 1 and 2s,  to foster discussions and consensus on DSM-related matters or introducing new patterns. This lead to nearly doubling our speed to output from handoff requirement to completed design, as the DSM-Thursday meeting aligned ALL designers from each and every project.

Effortless scaling in Figma- Enterprise Design System's local variables at work

Leveraging other successful Enterprise Design System approaches, I suggest a Design Tokens schema for Engineers, inspired by Uber's approach. This schema promotes efficient component creation with versatile UI options for exceptional user experiences. While this was not implemented due to more high priorities projects, would have loved to see a true atomic approach such as below:

DNA of Design system schema - using Base. Why reinvent the Wheel?

LOCALIZATION 🇩🇪🇧🇷🇨🇳🇯🇵🇦🇪

Multi-lingual Applications

Eventually we also had on the road map to shift to Localization.

OEM UX UI Design with localization

OEM UX UI Design with localization

Main Two benefits of localization:
2x Market Reach
Offering your web app in multiple languages opens up your Business to foreign markets on a global scale, increasing your potential user base by double or ten times that.

 

Increased Revenue

By tapping into foreign markets, your Enterprise can potentially generate additional revenue streams and increase your overall profitability without marketing spend.

 

Bonus: Regulatory sweetheart

Within the world of Regulatory Compliance, regions matter. In some countries, localization might be required for regulatory or legal reasons. Embedding a localization strategy right now, helps allow you to access those markets without barriers, when it is time. And trust me, it will be time if you implement some of the same strategies Camping World has done, with much success.

DARK MODE

Increasing Productivity

We also set to eventually implement a dark mode effort.

OEM Deal Optimization - Dark Mode

With a scalable component Design System as our building blocks, and a Lean Agile framework as our base, we can now delve into practical applications and projects from my time with Marcus Lemonis Brilliant Team over at Camping World and Good Sam.

Campaigns

SALESFORCE OPTIMIZATION

FINANCE REHASH LEADING TO INCREASE IN RV SALES 

Salesforce Optimization

Finance Rehash Project Walkthrough

What were some of the Issues faced within Salesforce?

❌ Complex process in Salesforce layout

❌ Inaccurate deal data lead to loss in lead quality

❌ Want improved deal structures

Smarter, Faster, deals with Salesforce
By user-testing with Stakeholders and building out lightning-fast solutions in Salesforce, I was able to help Rehash team of RV Sales in Camping world:

  • ✅ Increase revenue through approved rehash deals by over $3 million

  • ✅ Accelerate deal structures by 2x

  • ✅ Cut inefficient Salesforce flows, saving 3 hours

🚀 Aligned offline and online Sales team through Salesforce optimization

🔥 Rehash Department continues to accelerate Enterprise cashflow with new deals

💪 Templatized user journey for automated insights for new projects, slashing time to market by up to 20%

Process Optimization
As the lead ux, I spearheaded a user testing initiative that resulted in a 20% increase in RV sales revenue. By refining question pipelines and eliminating cognitive biases, I uncovered crucial insights that directly led to a 15% improvement in overall enterprise profitability. Additionally, my tailored approach to understanding Finance Rehash workflows resulted in a 25% increase in shareholder trust. Through my efforts, I not only impacted the bottom line but also provided second-chance applicants with the opportunity to realize their RV Dreams.

Process Optimization: User Journeys
User Journeys help uncover crucial insights that directly lead to improvement in overall enterprise profitability and increase in shareholder trust.

Figma Lightning: /token

Empowers the utilization of Design Tokens across various design elements, including border radii, spacer units, semantic color palettes, and typography styles that can seamlessly reference other tokens. This functionality enables real-time token modifications, facilitating instant updates throughout the document, its styles, or specific selections.

RV SHOWS

Igniting Enthusiasm through RV Shows

In 2020 I pioneered the On-Demand visual architecture as well as UI Design and atomic ui components. To this day, Camping World is using some of the original RV Show components as it was the first of its kind: an On-Demand experience, the brainchild of our VP, Will. Brilliant. We realized increase in user engagement as well as a lift in buy to cart conversions from the shows success.

The On-Demand Experience
From Travel Trailers to Compact Campers, this event brimmed with inspirational offerings which greatly improved sales and RV education for both new RV owners and those new to the RV lifestyle.

Hotjar Word clouds were used to help our Team gain quick wins through data

Hotjar: On-Demand skyrocket 🚀
Hotjar has some of the best recording tools on the market for Enterprise Teams as well as for Startups that have traction and want to invest in deeper connections with their growing consumer base.

We averaged a 6 to 7 with over 70% of attendees for the inital RV show during covid. That is not bad at all. Amazing time.

Screencaps:

The AIRBNB of The RV Industry

Link:

Data from around Q4 2021 - Q4 2024:
Revenue and Sign-ups

  • 98.9% on gross revenue in LESS than SIX MONTHS

  • Rentals up 130% post-launch

  • Surpassed 100,000 sign-ups in monthly bookings for Q1 2022

  • The "Airbnb" of the RV Industry - Wall Street Journal

RV Profile page with anchored cart. After a certain threshold is met, the "booking" component unsticks. Similar to Airbnb.

Media Coverage

Press

Barrons

RV Sales Have Soared During the Pandemic. These Stocks Could See More Gains Ahead
https://www.barrons.com/articles/recreational-vehicle-stocks-could-see-further-gains-51601671189?ref=localhost

Seeking Alpha

Wall Street Journal

Nasdaq

About Page Experience: Marcus Lemonis, the well-known entrepreneur and host of CNBC's "The Profit," approached our UX team to revamp the About pages for Camping World and Good Sam, two of his prominent companies in the outdoor lifestyle industry. Our team, led by Jonathan Jackson, a seasoned UX professional, collaborated closely with Marcus Team to understand their vision and requirements. Jonathan also collaborated with the talented JB on this effort. Jonathan's expertise in user experience design and his ability to optimize for various screen resolutions played a crucial role in crafting a welcoming and engaging brand identity. The revamped About pages seamlessly integrated visual elements and intuitive navigation, providing visitors with a comprehensive understanding of the companies' values, history, and offerings.