Driving a Clearer, smarter Digital Experience
Involvement
Date
Product Design
Lead UX/UI Design
Content Writer
2016 – 2018
The Challenge
Wheels, a highly respected Canadian automotive publication from the Toronto Star, sought to extend its success into the digital realm. The transition to the web posed significant challenges—especially in a competitive online market.
While the brand had strong equity, the digital experience was fragmented, making it difficult for users to find relevant content or navigate seamlessly between editorial and car-shopping tools.
The Approach
By focusing on core strengths—trusted journalism, automotive expertise, and a loyal readership—we redesigned Wheels.ca with a user-first approach.
Through audience research, editorial collaboration, and a performance-focused design system, we rebuilt the site to engage users and guide them confidently through content discovery and car-buying decisions.
Features & Innovations
Content Features
A unique carousel showcases the latest articles, videos, and personalized ads for a dynamic, user-focused experience.Smarter Editorial Tools
New backend controls include article health analytics and adaptive ranking based on user preferences—giving editors more insight and impact.Integrated Video Content
Enhanced media offering through full video integration, powered by the acquisition of Driving Television and later through a partnership wth The Straight Pipes.Targeted Sponsorship Opportunities
Built-in buying tools offer brands visibility and conversions based on where users are in the purchase journey.Lifestyle-Driven Stories
Wheels goes beyond cars, highlighting the emotional and cultural role vehicles play in our lives.Streamlined Buyer Experience
Improved research tools guide users through the sales funnel with clarity and confidence.
“Clean, intuitive, and efficient—making it easy for users to explore, compare, & shop with confidence.”
Design Highlights
Rich Media Carousel
A bold, editorial-style carousel showcases trending articles, videos, and personalized advertising—all designed to reflect the publication’s authority and range.Smarter Search & Navigation
Users can now search by topic, lifestyle, or keyword, allowing them to explore content that matches their interests.Layered Reading Experience
Articles are enhanced with related links, stats, videos, and more—turning every story into a hub for deeper engagement.Editorial & Marketplace Integration
We unified the editorial voice with marketplace tools, offering both
inspiration and action within a cohesive journey.Adaptive Editorial Tools
Backend analytics and content health tools were created to give editors better control and insights.Enriched Media Experience
Integrated video content—including Driving Television—elevates storytelling and visual impact.Sponsored Pathways
Contextual buying tools and sponsorships align content with intent, creating effective ad experiences without compromising editorial integrity.
Results & Impact
The Wheels.ca redesign transformed a respected print brand into a rich digital platform tailored to today’s users. Lifestyle-driven templates, image galleries, and videos created a seamless, magazine-like reading experience.
As part of the product team, I helped launch the Total Cost of Ownership (TCO) tool, letting users compare vehicles by cost, fuel, insurance, and features. The result was a more personalized, informative platform—bridging inspiration and decision-making, and helping Canadians find the right vehicle for their lives.