Built the most-trusted online DMV from startup to $100M+ in revenue
Make DMV transactions feel easy.
eTags set out to do something that sounded simple but was anything but; make DMV transactions feel easy. Title transfers, registration renewals, license plates: the kind of tasks people dread and put off.
The product needed to earn trust instantly, guide nervous users through state-specific compliance requirements, and do it all without feeling like a government website.
A Decade full-stack design ownership.
- Brand identity and visual language — logo, color, typography, illustration
- End-to-end product UX — information architecture, flows, checkout
- Design system — scalable components across web and mobile
- iOS and Android app design, iterating through multiple major versions
- Marketing site, landing pages, and performance marketing creative
- Hiring and mentoring designers as the team scaled
Highest customer ratings.
eTags became the #1-rated online DMV service — 200,000+ five-star reviews, more than any other online title and registration platform in the country. Monthly traffic grew to 500K+ visitors across web and mobile, and the business scaled past $100M in annual revenue.
The investment in trust-first design compounded over time: repeat customers, word-of-mouth growth, and an NPS that consistently outpaced the industry. A product people return to year after year because it simply works.
Built the brand from scratch — identity, tone, guidelines, and visual standards — designed to work equally well on a reassuring landing page and a multi-step compliance form. The brand had to feel approachable without feeling flimsy, and authoritative without feeling bureaucratic.
- Full brand guidelines and visual system
- Digital, print, and video standards
- Advertising creative direction
Designed and built the marketing site and state-specific landing pages — built around fast access to live support, clear pricing, and a flow that felt closer to a consumer app than a government service. The goal was to get the right user to the right funnel in as few steps as possible.
- Full front-end architecture and development
- State-specific landing pages tailored to local requirements
- Conversion-focused UX with direct access to live support
Every state has its own DMV requirements — different fields, different fees, different document uploads. I designed a responsive, state-specific funnel system where smart back-end logic surfaced only the relevant inputs for each user. Every key flow was prototyped and validated with UX testing before going to development, meaning builds were based on real user behaviour, not assumptions.
- State-specific funnel design across all active markets
- UX testing and heat-map analysis feeding design iterations
- Responsive UI optimised for conversion at every step
All key flows were prototyped and validated with UX testing before development. Using Adobe XD, I built interactive, high-fidelity prototypes for every core transaction type and ran them through structured testing sessions before a single line of code was written. This caught friction points early, reduced costly dev rework, and meant every shipped flow had already been validated against how real users actually think and move.
- Interactive end-to-end prototypes built in Adobe XD for all major transaction flows
- User testing sessions run pre-development to surface hesitation points and drop-off risks
- Iterative design cycles driven by test findings, not gut instinct
- Journey maps covering registration renewal, title transfer, and license plate ordering
As the business scaled, internal teams needed tools to manage high volumes of customer orders. I designed and built both the customer account portal — where users could manage their vehicle registrations, track orders, and chat with support — and the internal support portal used by the eTags operations team to handle that same volume on the back end.
- Customer account portal with order management and live chat
- Internal support portal with data architecture for high-volume case management
- UI/UX design, information architecture, and front-end development