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.
I joined eTags from day one and spent 10 years as VP of Design, helping grow the company from a startup into a $100M+ business operating across multiple US states.
- REACH
- >508K Monthly Web Visit
- >200K 5-Star Reviews
- IMPACT
- $100M+ Company Scale
- >30% Monthly ROI
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
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
