Reinventing an Automotive Interior Retailers eCommerce Experience.
Katzkin is the country’s leading provider of premium, custom-fitted automotive leather interiors, trusted by dealerships and drivers nationwide for over 30 years. With a nationwide installer network and a reputation for craftsmanship, the brand delivers a luxury upgrade experience that transforms vehicles inside and out.
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The Challenge
Katzkin is a category leader with over 30 years of craftsmanship in premium, custom automotive interiors—but online, that craftsmanship wasn’t translating into confidence or conversions. Visitors often misunderstood Katzkin’s offering, confusing their luxury-installed interiors for generic seat covers. More importantly, customers had no way to visualize options, understand pricing, or see a clear path toward installation. These gaps created hesitation and caused high drop-offs at nearly every stage of the funnel.
To support Katzkin’s vision of doubling D2C sales, the digital experience needed to deliver the same premium clarity and confidence that customers felt when interacting with the brand offline. Their website—once only a modest generator of leads—had to evolve into an intuitive, trustworthy, and conversion-optimized e-commerce engine. The challenge was not simply to modernize the interface, but to reshape how users understood the product, evaluated cost, and progressed toward purchase within a category where customization is everything.
Our Approach
We began by grounding the project in deep research and customer insight, conducting usability studies with 17 participants, a full analytics and UX audit, and a competitive review to understand how users perceive automotive customization online. This revealed systemic friction: unclear value propositions, inconsistent pricing expectations, and a lack of visual reassurance. Many customers walked in with the wrong mental model entirely. Using these insights—and drawing from our playbooks in UX Research and UI/UX Design—we developed a clear strategy centered on trust, clarity, and guided customization.
Our solution required elevating both the brand positioning and the functional shopping flow. We reframed the narrative around luxury, craftsmanship, and personalization while architecting a real-time customization and pricing experience that allowed users to explore confidently without fear of hidden costs or surprise complexity. We validated the direction through iterative prototypes—first low-fidelity, then increasingly refined high-fidelity designs—testing each round to confirm that users now understood the value, saw accurate pricing, and felt in control. This work culminated in a scalable shopping cart and quote flow integrating upholstery customization, financing options, scheduling logistics, and a fully reimagined post-purchase journey. Through close collaboration across marketing, product, sales, and engineering, we aligned every touchpoint to create a seamless, conversion-oriented funnel.
The Impact
The redesigned digital experience fundamentally transformed how customers engaged with Katzkin online, replacing uncertainty with clarity and control. Within a two-week MVP sprint and eight-week MLP rollout, Katzkin gained a modern, self-serve shopping and quoting system that dramatically reduced manual sales operations and offered customers a transparent, streamlined path to purchase. Early user testing confirmed significantly stronger comprehension of the offering and pricing model, directly addressing the number one cause of abandonment.
Beyond funnel upgrades, the overhaul strengthened the brand experience across email confirmations, quote flows, and follow-up sequences—giving customers consistency, professional polish, and confidence at every step. The work set Katzkin on a clear path toward their ambitious goal of doubling D2C revenue in 2025 while scaling to 50,000 online leads per month. It also created a foundation for deeper personalization, A/B optimization, and extended digital transformation beyond the core e-commerce experience.
- Enabled automated quoting and checkout, reducing manual sales ops
- Improved trust and clarity in early user tests through transparent pricing
- Strengthened sales enablement with redesigned quote and confirmation flows
- Positioned Katzkin to pursue a major increase in D2C revenue and monthly leads
Project Results
Increase in Online Configuration Usage
More shoppers used the online configurator to design their interiors, deepening engagement before purchase.
Increase in Lead Conversions
The redesigned experience turned more visitors into qualified leads for dealers and installers.
Project Review
Will Hu
Vice President
“Goji Labs covers the scope and brings different skill sets to present good solutions.”
