La Mesa RV & Van Up E-Commerce Platform

The Challenge

La Mesa RV needed to modernize their digital presence across two distinct business models:

La Mesa RV: A traditional RV dealership selling vehicles and vans to customers who wanted ready-to-go transportation.

Van Up: A new sister brand focusing on van customization—taking base vans and transforming them with upgrades, accessories, and complete build packages.

The challenge was designing two connected yet distinct experiences:

• La Mesa RV needed better vehicle discovery and sales tools
• Van Up needed to be built from scratch—brand, website, and customization platform

Both had to work together when customers wanted to buy a van from La Mesa and customize it through Van Up.

My Role

I worked directly with the Director of Marketing and Chief of Marketing to:

• Redesign the La Mesa RV e-commerce platform
• Create Van Up’s brand identity from scratch
• Design Van Up’s entire website and customization experience
• Ensure both platforms worked together seamlessly

This dual-project required balancing traditional e-commerce with innovative product configuration, all while establishing a new brand.

La Mesa RV: Modernizing Vehicle Sales

The Problem

La Mesa RV’s existing platform made it difficult for customers to:

• Find vehicles that matched their needs
• Discover relevant vehicles through search
• Understand promotions and recommendations
• Navigate large inventory efficiently

Sales teams also struggled with backend tools that didn’t support their workflow.

Customer-Facing Experience

Intelligent Search & Discovery

Redesigned the vehicle inventory search with:

Strategic Filtering

• Vehicle type (RVs, vans, motorhomes, trailers)
• Price range and financing options
• Size and sleeping capacity
• Features and amenities
• Location and availability

Smart Sorting

• Best match for customer criteria
• Price (low to high / high to low)
• Newest arrivals
• Most popular
• Distance from customer

Recommendations Engine

• “Customers also viewed” suggestions
• Similar vehicles at different price points
• Upgraded models with additional features
• Alternative options matching search criteria

Promotions & Inventory Management

• Featured vehicles and special offers
• Seasonal promotions prominently displayed
• Real-time inventory availability
• Clear pricing and financing information

Sales Team Backend

Internal Sales Tool

Created a powerful backend system for sales teams:

Fast Inventory Search

• Quick lookup by stock number or VIN
• Advanced filtering matching customer requirements
• Real-time availability across all locations
• Vehicle specifications at a glance

Sales Workflow Support

• Customer inquiry tracking
• Vehicle comparison tools
• Pricing and financing calculators
• Appointment scheduling integration

Inventory Management

• Vehicle status tracking (available, sold, pending)
• Location transfer capabilities
• Special notes and internal communications
• Sales performance metrics

This tool dramatically improved sales team efficiency, allowing them to quickly find the perfect vehicle for customers while managing their pipeline effectively.

Van Up: Building a Brand & Platform from Scratch

Van Up represented an entirely new business model—not just selling vans, but transforming them into customized adventure machines, family haulers, or mobile offices.

Creating the Brand

Research & Foundation

Worked with the marketing team to understand:

• Van Up’s current shop experience and culture
• Target customer personas (families, adventurers, tradespeople)
• Competitive landscape in van customization
• Brand positioning vs. La Mesa RV parent brand

Brand Development

Created Van Up’s visual identity based on:

• Shop experience feedback from the team
• Aspirational lifestyle imagery
• Accessibility for diverse customer types
• Modern, capable, adventurous feel

Brand Applications

• Logo and visual identity
• Color palette and typography
• Photography style and image guidelines
• Voice and messaging framework
• Website design system

The Van Up Website

Built the entire Van Up website from concept to launch.

Two Business Models in One Platform

Van Up needed to serve two customer types:

1. Buy & Build Customers

• Purchase a van from La Mesa RV inventory
• Customize it through Van Up packages or individual upgrades
• Single integrated experience across both brands

2. Upgrade Existing Vans

• Bring your own van for customization
• Select upgrades and packages
• Schedule build timeline

The Customization Experience

Package-Based Upgrades

Created pre-configured packages for common use cases:

Soccer Mom Package

• Full kitchen installation
• Camping equipment integration
• Storage solutions for family gear
• Entertainment systems
• Safety features

Off-Road Adventure Package

• Lifted suspension
• All-terrain tires and wheels
• Roof rack and ladder systems
• Additional fuel capacity
• Rugged body protection

Weekend Warrior Package

• Sleeping platform conversion
• Portable kitchen setup
• Solar power system
• Interior lighting upgrades
• Storage organization

Work Van Professional Package

• Tool storage systems
• Workstation setup
• Electrical upgrades for equipment
• Shelving and organization
• Exterior lighting and safety

Individual Upgrade Selection

Beyond packages, customers could select individual upgrades:

Body Kit Upgrades

• Exterior styling kits
• Paint and wrap options
• Window tinting
• Protective coatings

Accessories

• Roof racks and carriers
• Awning systems
• Additional fuel tanks
• Ladder systems
• Lighting packages
• Tire and wheel upgrades

Interior Customization

• Flooring options
• Insulation packages
• Seating configurations
• Kitchen modules
• Electrical systems
• Heating and cooling

Technology & Features

• Solar panel systems
• Battery upgrades
• Entertainment systems
• Navigation and communication
• Security systems

Build Configuration Interface

Visual Builder

Created an intuitive configuration experience:

Step 1: Choose Your Van

• Select from La Mesa inventory
• Or specify your existing van

Step 2: Select Packages

• Browse package options with imagery
• See included features and pricing
• Add multiple compatible packages

Step 3: Add Individual Upgrades

• Explore upgrade categories
• Filter by use case or feature type
• See compatibility with selected packages
• Visual preview of selections when possible

Step 4: Review & Customize

• Summary of all selections
• Total pricing with package discounts
• Timeline estimate for build completion
• Customization notes and special requests

Step 5: Schedule Build

• Available start dates
• Estimated completion timeline
• Drop-off and pick-up coordination
• Payment and financing options

Build Tracking Dashboard

Customer Portal

Once a van build is scheduled, customers get access to:

Build Status Tracking

• Current build phase (parts ordering, installation, quality check, etc.)
• Progress percentage
• Photo updates from the shop
• Estimated completion date

Communication Hub

• Messages from build team
• Questions or change requests
• Schedule updates
• Payment milestones

Documentation

• Parts and upgrades installed
• Warranty information
• Maintenance recommendations
• Final inspection checklist

This transparency gave customers confidence in the build process and reduced support inquiries about status.

Connecting Two Brands

Seamless Cross-Brand Experience

Designed integration points between La Mesa RV and Van Up:

From La Mesa to Van Up

• “Customize This Van” option on La Mesa vehicle listings
• Pre-populated Van Up configurator with selected vehicle
• Combined pricing showing vehicle + upgrades
• Single checkout for complete experience

From Van Up to La Mesa

• “Need a Van?” starting point for customers without vehicles
• Browse La Mesa inventory filtered for customization-ready vans
• Easy transition between brands maintaining context

Unified Account System

• Single customer account across both platforms
• Order history for vehicle purchases and upgrades
• Saved configurations and favorites
• Communication preferences

Design Strategy

La Mesa RV Design Approach

Focus: Discovery & Efficiency

The redesign prioritized:

• Fast path to relevant vehicles
• Clear information hierarchy
• Trust signals (pricing, availability, specifications)
• Mobile-responsive for on-the-go research

Visual Design

• Professional, trustworthy e-commerce aesthetic
• Large, high-quality vehicle imagery
• Clean layouts emphasizing content
• Accessible filtering and comparison tools

Van Up Design Approach

Focus: Inspiration & Configuration

Built around:

• Lifestyle imagery showing van possibilities
• Aspirational but accessible tone
• Visual product configuration
• Build process transparency

Visual Design

• Modern, adventurous brand aesthetic
• Rich imagery of completed builds
• Interactive configuration interface
• Progress visualization and tracking

Technical Challenges & Solutions

Inventory Synchronization

Challenge: La Mesa inventory needed to feed both platforms while maintaining accuracy.

Solution: Real-time inventory API ensuring both sites showed current availability, with status updates reflected immediately.

Package Compatibility Logic

Challenge: Not all upgrade packages and individual items were compatible with each other or with all van models.

Solution: Built compatibility matrix into configuration system, preventing invalid combinations while suggesting alternatives.

Build Timeline Estimation

Challenge: Accurately predicting build completion based on complexity and shop capacity.

Solution: Algorithm factoring in selected upgrades, current shop workload, and historical build times to provide realistic timelines.

Mobile Configuration Experience

Challenge: Complex product configuration on small screens.

Solution: Progressive disclosure showing one decision at a time, with persistent summary bar and easy navigation between steps.

Results & Impact

La Mesa RV Improvements

Customer Experience

• Modernized vehicle discovery platform
• Strategic filtering improving search relevance
• Recommendations driving vehicle exploration
• Clear promotions increasing conversion

Sales Team Efficiency

• Fast, powerful backend inventory search
• Improved workflow supporting sales process
• Better customer inquiry management
• Real-time inventory visibility

Van Up Launch Success

New Brand Established

• Complete brand identity from scratch
• Distinct positioning from parent company
• Appealing to target customer segments

Innovative Platform

• Unique build-your-van configuration experience
• Package and individual upgrade options
• Schedule and track build progress
• Integrated with La Mesa vehicle inventory

Business Model Expansion

• New revenue stream beyond vehicle sales
• Higher-margin customization services
• Customer relationship extending beyond initial sale
• Differentiation in competitive RV market

Cross-Brand Integration

Seamless Customer Journey

• Buy a van and customize it in one experience
• Unified account and communication
• Clear value proposition for combined services

Key Learnings

Designing Two Connected Brands

1. Distinct Yet Connected

La Mesa RV and Van Up needed separate identities but had to work together seamlessly. The key was understanding which touchpoints required integration and which needed differentiation.

2. Different Business Models, Different UX

Selling vehicles (La Mesa) and configuring custom builds (Van Up) are fundamentally different experiences. Each required its own information architecture and interaction patterns.

3. Brand Creation Requires Collaboration

Working closely with marketing leadership on Van Up’s brand development ensured the visual identity aligned with business strategy and resonated with target customers.

E-Commerce for High-Consideration Purchases

4. Search & Discovery Are Critical

For big-ticket items like RVs and custom van builds, helping customers find the right option is more important than pushing any specific product.

5. Transparency Builds Trust

Showing real-time inventory, clear pricing, and build progress reduced uncertainty for customers making significant investments.

6. Sales Team Tools Drive Business

The backend sales tool was just as important as customer-facing features. Efficient internal tools directly impact revenue.

Product Configuration Complexity

7. Packages Simplify Choices

While offering individual upgrades provided flexibility, packages made configuration accessible to customers who weren’t sure where to start.

8. Visual Feedback Matters

Showing customers what they’re building—through imagery, summaries, and progress tracking—increased confidence in their selections.

9. Compatibility Logic Hidden Behind UX

Complex technical restrictions (what works with what) needed to be enforced invisibly, preventing problems without frustrating users.

Working with Leadership

10. Direct Stakeholder Collaboration

Working with the Director and Chief of Marketing ensured designs aligned with business strategy and received rapid feedback and approval.

Project Scope

La Mesa RV Deliverables

• Customer-facing website redesign
• Vehicle inventory search and discovery
• Filtering, sorting, and recommendation systems
• Promotions and featured inventory
• Backend sales tool for team
• Mobile-responsive implementation

Van Up Deliverables

• Complete brand identity development
• Website design and build (from scratch)
• Product configuration system
• Package and individual upgrade options
• Build scheduling system
• Customer build tracking portal
• La Mesa RV integration
• Mobile-responsive implementation

Conclusion

The La Mesa RV and Van Up projects represented two different design challenges unified by a common goal: helping customers find and customize their perfect vehicle.

For La Mesa RV, modernizing the e-commerce platform meant making a large inventory discoverable through intelligent search, strategic recommendations, and efficient sales tools. The focus was refinement—taking an existing experience and making it dramatically better.

For Van Up, building from scratch meant establishing a brand identity, creating an entirely new type of e-commerce experience around product configuration, and transparently guiding customers through complex build processes. The focus was innovation—creating something that didn’t exist before.

Most importantly, connecting these two experiences showed that different business models can coexist in a unified ecosystem. Customers could seamlessly move between buying a vehicle and customizing it, experiencing La Mesa’s expertise in sales and Van Up’s expertise in upgrades as one cohesive service.

Working directly with marketing leadership throughout ensured these designs didn’t just look good—they served clear business objectives while solving real customer problems. That’s when design delivers its greatest impact.