Doc's Diesel

Built for horsepower — behind the scenes and on the site.

OVERVIEW
Doc’s Diesel is a growing performance parts brand for diesel trucks- but their old site didn’t live up to their speed. We overhauled everything from design to architecture, rebuilding the entire experience to better serve their B2B and DTC customers. This included a custom year/make/model fitment system, a robust wholesale portal, and a full migration from Bold to Recharge for a cleaner, more scalable subscription model.
‍
The result? A site that works as hard as their customers do — fast, functional, and built to convert.
client
Doc's Diesel
docsdisel.com
DELIVERABLES
LOGO DESIGN
BRANDING
PHOTOGRAPHY
YEAR
2023-2024
Role
Project Manager
Senior Project Manager
As the PM on this project, I led a full-site overhaul for Doc’s Diesel, a brand that needed a site as powerful and efficient as the products they sell. I coordinated every phase of the redesign, from UX strategy to dev handoff, ensuring we delivered a streamlined experience for both B2B and DTC customers.
‍
One of the biggest lifts? Spearheading a custom year/make/model fitment system that required tight collaboration between developers and the client’s data team. We also rebuilt their wholesale portal and migrated subscriptions from Bold to Recharge- all while tightening up performance and improving speed.
‍
The end result was a site that feels as hardworking as the Doc’s Diesel customer — built to convert, scale, and support future growth.

What I Led

• Full Shopify redesign project from kickoff to launch
• Coordinated dev build of custom middleware for fitment logic
• Replatformed subscriptions from Bold to Recharge
• Managed creation of B2B wholesale experience
• Oversaw QA, performance improvements, and CRO updates

My Favorite Feature

Hands down, the loyalty page. We had so much fun with this one — we took a video element from their old page and ran with it. We leaned hard into the brand’s personality in the video: think fireballs, a killer skull icon with a lightning bolt through it, and a totally over-the-top (in the best way) vibe. We used the fireball motif throughout and camped it up just enough to be bold without crossing into cheesy.
‍
When we reviewed it internally with the designer, we absolutely lost our minds- and joked that the only thing it was missing was a bald eagle and an American flag. The client loved it just as much as we did.
‍
I’m always looking for opportunities to take these lower-stakes pages and turn them into moments that reinforce brand loyalty and give customers something to feel. This one hit that mark perfectly.

NEXT

HomepagePortfolioAboutGet in touchLinked In
San Marcos, California
hello@whitneycaldwell.co