NAPA ProLink

Smarter auto parts inventory, delivered.

My Role

Product Designer

Skills

Product design

Stakeholder Management

Interactive Prototyping

Timeline

Q1 2021 - Q2 2021

Collaborators

Scott Mail - UX Design Lead

Sean Madden - Sr. Product Designer

Siyun Hur - Sr. Product Designer

NAPA’s Prolink platform simplifies inventory, replenishment, and ordering for auto parts businesses of all sizes. As a Product Designer, I contributed to its digital redesign—focusing on clearer navigation, improved content hierarchy, and user-aligned design to enhance the overall experience.

See project

What is NAPA's ProLink Platform?

A smart platform for parts ordering and inventory management

A B2B auto shop platform delivering complete solutions for professionals, including inventory management, shop training, service facility support, technician tools, reordering, and more.

The Problem

The platform had been reliable for years, but it hadn’t kept up. Shops were juggling clunky tools and outdated workflows that slowed them down. Whether they were big operations or small teams, users needed something faster, clearer, and more responsive across devices.

Our high level goals were to:

1. Streamline usability across devices for all users.

2. Ensure seamless inventory management and replenishment.

3. Lay the foundation for long-term scalability and engagement.

Research

Connecting Existing and New Users

Our longtime users loved the familiar, no-frills toolset—but to grow, we needed to modernize without losing them. With many in their later years, simplicity was non-negotiable. Before redesigning, I mapped the existing IA and compared it to competitors, asking: Where can we simplify, clarify, and outperform?

How might we modernize the platform to attract new users, retain existing ones, and stand out in a competitive market with a stronger UX approach?

What we learned

Competitors outpaced Prolink with faster, smarter, and more responsive tools for modern auto shops.

After analyzing the information architecture of Prolink and its competitors, I discovered that:

Our creative space

At our studio, we are driven by the belief that great design has the power to shape meaningful connections between brands and their audiences. We specialize in creating immersive brand experiences that combine strategic thinking with creative innovation, helping businesses stand out and tell their stories in a memorable way.

We approach every project as a partnership, working closely with our clients to fully understand their vision, values, and target audience. This collaborative process ensures that the solutions we craft not only look great but also serve a purpose—whether it’s driving engagement, fostering loyalty, or elevating a brand’s presence in the market.

Whether you're a startup or an established brand, we bring a fresh perspective and a passion for design to every project, delivering creative solutions that inspire and engage.