Unifying eight websites
into one scalable platform

WillScot Mobile Mini had grown through acquisitions — and their digital presence showed it. We led the end-to-end redesign that consolidated eight fragmented web experiences into a single platform serving 85,000+ customers.

About the Company

WillScot Mobile Mini (WSMM) is a leading provider of flexible workspace and storage solutions across the US, Canada, and Mexico — serving construction, healthcare, education, and hospitality markets from 240+ branch locations.

Following a series of acquisitions, the business found itself operating eight separate websites, each built independently with its own navigation, taxonomy, and tone. What should have been a unified brand had become a fragmented digital patchwork — and customers were feeling it.

Context

The strategic pressure

Leadership needed a digital platform that could support lead generation at scale, consolidate operations, and position the company for continued M&A activity — without rebuilding from scratch every time

My involvement

I worked on the design end-to-end, from stakeholder alignment and research through to the final handoff. We were able to deliver a streamlined architecture, improved lead generation pathways, and a cohesive brand presence across the new website.

THE PROBLEM

Five core failures driving the redesign

Through stakeholder and customer interviews, I identified the structural issues behind user frustration. The problems weren't cosmetic — they were architectural.

01.

Fragmented brand across domains

Each acquired site had its own visual language, navigation model, and content hierarchy. Customers crossing between products had no sense of continuity.

02.

No path to digital lead generation

The existing sites had limited quoting functionality and no clear conversion pathways - pushing all lead activity onto sales teams and phone calls.

03.

Zero self-service capabilities

Customers had no visibility into deliveries, billings, or support online. Every query required a direct touchpoint with internal teams.

04.

Redundant content on different websites

Eight sites meant eight versions of similar product information scattered everywhere - often inconsistent, outdated, and costly to maintain in parallel.

05.

Broken product discovery issues

Without a unified taxonomy, users couldn't compare or evaluate products across the range - resulting in confusion and drop-off at the decision stage.

THE PROCESS

Structure first. Interface second.

My guiding principle for this project was to solve the architecture before touching the visuals. A beautiful interface on top of a broken structure just makes the problems harder to see.

01.

Research & Stakeholder Alignment

I ran 20+ interviews spanning customers, internal teams, and leadership — mapping operational constraints, user mental models, and business priorities in parallel. I used affinity mapping to surface patterns across groups and built a shared problem statement that aligned the project team before any design work began.
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‍Key insight: User frustration wasn’t just caused by visual design—it stemmed from structural complexity and disconnected systems.

02.

Customer Journey Mapping

I mapped the end-to-end journey across five stages: Discovery → Evaluation → Quote → Delivery → Support. This revealed exactly where digital touchpoints were breaking down and where redesign investment would have the highest return. Rather than treating all pages equally, this let us make deliberate trade-offs about where to focus first.
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‍Strategic decision: Prioritize the Quote and Evaluation stages — where conversion potential was highest and the current experience was weakest.

03.

Information Architecture Overhaul

I audited all eight sites — cataloging content, navigation patterns, redundancies, and terminology gaps. From this, I designed a unified architecture that reduced duplication, standardised taxonomy, and clarified product categorisation into a model that could scale with future acquisitions. I validated the structure using Maze tree testing, iterating until users could consistently locate key content without guidance.
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Method: Tree testing confirmed the new structure worked before a single pixel of UI was designed — saving significant rework downstream.

04.

Wireframes & Interaction Design

With the architecture validated, I moved into wireframes — translating the IA into interaction patterns, content hierarchy, and conversion flows. Competitive benchmarking informed the patterns I chose; rapid collaborative ideation sessions with product and engineering kept alignment tight. I designed modular page templates to ensure scalability rather than one-off layouts.
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Principle: Every page template was designed around a primary user intent and a single, clear next action — avoiding the "everything is equally important" trap common in enterprise sites.

THE IMPACT

Measurable results across users and the business

+30% Engagement

Increase in user engagement following launch, driven by clearer navigation and more relevant content pathways.

-25% Navigation Errors

Fewer users hitting dead-ends or backtracking — validated through post-launch analytics across 85,000+ customers.

Digital Lead Generation — Enabled

For the first time, qualified leads could be captured online end-to-end, reducing reliance on inbound phone volume.

Acquisition-Ready Architecture

The unified IA and modular component system were designed to absorb future acquisitions without full rebuilds.

THE SOLUTION

Four selected design decisions that shaped the outcome

These weren't the only design decisions, but they were the highest-leverage ones — each addressing a specific failure mode identified in research.

Industries Explorer

Replaced static dropdown navigation with an horizontal-scroll module using interactive pulse-point highlights to create a memorable and accessible user experience. Users could now identify relevant solutions by their own industry context rather than navigating a product taxonomy they didn't know.

Product Finder

Designed an interactive gallery with robust filtering and inline unit details — reducing the clicks required to evaluate a product from 6+ to under 3. Making the the process of finding and evaluating units as intuitive and efficient as possible.

Guided Quote Flow

Replaced an opaque contact form with a structured, step-by-step quote request — each step contextually scoped to reduce cognitive load. This created a digital lead path for the first time, reducing dependency on inbound phone calls.

Product Detail Framework

Built a scalable PDP template consolidating features, dimensions, configuration options, and imagery into a single page — with expandable sections to control information density. Eliminated the multi-page navigation that previously fragmented the evaluation experience.

Reflection

This project pushed me to operate at a genuinely senior level — not just as someone executing screens, but as someone shaping the strategy behind them. The biggest challenge wasn't designing individual components; it was building alignment across teams, making principled trade-offs under ambiguity, and designing a system that others could extend.

What I learned leading at this scale

Leading complex, multi-stakeholder initiatives.

Closely worked with cross functional teams to come up with an agile project plan.

Translating business goals into product strategy.

Using research to drive structural decisions.

Designing scalable systems—not just screens.

Delivering impactful production-ready solutions

Unifying eight websitesinto one scalable platform

Client:

WillScot

Category:

User Reseach, UI Deisgn, Testing

Tools:

Figma, Miro, Maze, Jira