Multi-Brand E-Commerce Platform

The Challenge

Wheel Pros operated multiple wheel brand websites that suffered from several critical issues:

• Poor mobile experience: Sites weren’t optimized for mobile users
• Confusing navigation: Conflicting user pathways and unclear calls to action
• Disconnected e-commerce: Off-site e-commerce management caused inefficiencies
• SEO problems: Non-compliant implementations hurting search visibility
• Inconsistent tracking: Analytics varied across sites, limiting insights
• Reliability issues: Stability and performance problems affecting user experience

The Solution

I led the architecture and development effort to redesign and rebuild the entire Wheel Pros web portfolio within an aggressive one-year timeline.

Responsive Brand Experiences

Each of the 11 brand sites received:

• Unique visual identity reflecting brand personality
• Modular, customizable design enabling brand-specific customization
• Mobile-first approach ensuring excellent experience on all devices
• Interactive product features including wheel visualization at multiple sizes and offsets

E-Commerce Integration

Brought e-commerce in-house with robust capabilities:

• WordPress + WooCommerce platform for balance of power and usability
• Vehicle selector tool for accurate fitment
• Product filtering for easy browsing
• Integrated product data feeds with automation

Scalable Infrastructure

Built for reliability and performance:

• AWS-powered hosting with automatic scaling
• Load-balanced architecture for high availability
• Custom cache layers for fast page loads
• Automatic failover and backups for data protection
• Docker deployment for consistent environments

Analytics & SEO

Comprehensive tracking and optimization:

• Google Analytics and Tag Manager across all sites
• Custom event tracking for key user interactions
• SEO best practices implementation throughout
• Structured data for enhanced search results

The Results

The new platform delivered measurable improvements:

• Significantly improved stability and server reliability
• In-house control: marketing team manages content independently
• Streamlined deployment: process established for future site launches
• Measurable growth: improved metrics within two months of wheelpros.com launch
• Ongoing support: continued technical partnership

Technologies Used

• WordPress (CMS)
• WooCommerce (E-Commerce)
• Amazon Web Services (AWS)
• Docker (Deployment)
• Google Analytics & Tag Manager
• Custom PHP Development

This project demonstrates my approach to enterprise-scale web development—building systems designed to last. The principles of building enterprise software that lasts guided every architectural decision.