Human Element Launches ROUSH Performance Magento Site

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Human Element recently launched the new ROUSH Performance website on the Magento platform creating a unique, user-focused eCommerce experience for this legendary automotive brand.

Human Element launches ROUSH Performance site

We appreciate the hard work and attention paid by the Human Element team throughout the launch process and have greatly enjoyed working with them.

This spring, Human Element launched the new ROUSH Performance website, giving the established automotive brand a sleek, modern look fit for its industry. The new site, built on the Magento eCommerce platform, boasts a number of custom features, an improved user interface, and better reflects the acclaimed ROUSH Performance brand.

ROUSH enjoys a storied, near 50-year history of improving the speed and performance of motor vehicles and American muscle cars. They are known specifically to automotive enthusiasts for providing performance upgrades to Ford favorites like the Mustang and F-150.

In 2017, ROUSH kicked off their new Magento website internally, but after some glitches in the project, they turned to Human Element to finish their site and provide guidance for best practices in Magento. The teams first worked to identify the key goals associated with the project, deciding to focus on improving user experience, site speed and overall stabilization.

Improved Hosting
To improve site speed, deployments, and hosting support, the teams collaborated to migrate the site to the new Google Cloud Platform through Clear Object. In an effort to deliver both consistency and efficiency to the development team, the site’s new staging server is an exact replica of the production site, from server size to RAM, and utilizes the same load balancer technology as the staging site.

Custom Year Make Model Filtering
Although a basic navigation did exist to assist the user through their shopping journey, it didn’t have the critical element that ROUSH and Human Element determined absolutely necessary for the new site: A Year Make Model feature for improved filtering capabilities. This custom feature allows the user to only view products that specifically fit their vehicle. Human Element built this extension by parsing existing data that filters and displays products as the user makes selections on the page.

Other New Features
In addition to new filters and improved hosting, the new ROUSH site has a number of other notable features. The ROUSH Heritage page tells the long, vibrant history of the ROUSH company. The Dealer Search feature allows the user to locate the nearest ROUSH parts or vehicle dealership. Finally, a more robust product page design offers a clean user experience, as well as details on installation and shipping, beautiful imagery, and related products.

“We appreciate the hard work and attention paid by the Human Element team throughout the launch process and have greatly enjoyed working with them,” said Aimee Hillebrand, eCommerce and online marketing manager at ROUSH. “Their expertise in Magento was invaluable to making the process smooth and successful. We look forward to the months ahead as we work together to discover even more ways of growing ROUSH Performance.”

Both Human Element and ROUSH consider the launch of the new site a success, and over the course of the project built a lasting professional relationship.

“We’re proud to be affiliated with a brand that has such a deep history in the automotive sector and is a strong pillar of the eCommerce community,” said Human Element Managing Partner Ben Lorenz. “We are happy to have had the opportunity to deliver a project that will meet the needs of their customers.”

Moving forward, Human Element will continue to work with the ROUSH team to iterate on the site, delivering updates and new features that will keep the eCommerce store trending and profitable. In the coming months, Human Element will be making a handful of frontend improvements to the Year Make Model extension and continue to harden the site to protect overall security. Some backend improvements will also be made to existing extensions like Avalara’s AvaTax and their ERP integration with PeopleSoft.

Human Element is a full service digital agency located in Ann Arbor, Michigan focused on eCommerce development. We create beautiful websites, design architectures that speak to the right audience, and write code that works, all to help our clients sell successfully online. For more information on how Human Element can help your eCommerce organization grow, contact us.

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Dree Ziegler
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