Jordan Lopez

FW Wheels

FW Wheels sells Aodhan, MFlow Racing and Vors wheels online. I built the catalog and a way to text the shop about fitment before you buy.

Website, product catalog, fitment by textLive.fwwheelz.com is live.

'On the car' in the FW Wheels redesign: two stills from FW's own reels, cropped on the wheel
Above: 'On the car', stills from FW's own reels, cropped on the wheel.

fwwheelz.com before and after

First screen of the original fwwheelz.com before the redesign
Before. fwwheelz.com, before the redesign.
First screen of the FW Wheels redesign
After. The redesign's first screen. One background texture in the redesign is a labelled AI image.
The live fwwheelz.com on a phone
Before. Before the redesign.
The FW Wheels redesign on a phone
After. The redesign. One background texture in the redesign is a labelled AI image.

What the research changed

  1. Vossen

    One slow close-up of a wheel says more than a logo with stat boxes. In my capture, Vossen's hero video took several seconds to show anything, so FW opens on a real wheel photo that appears right away, and the stat row is gone.

  2. Tire Rack, BBS

    They make fitment help a person, not a database. FW doesn't have a fitment database, so 'Text FW' became the fitment path: a short checklist and a pre-filled text.

  3. Fitment Industries, Custom Offsets

    Wheels get buried among dozens of part categories there. FW shows its 48 wheels as one edited collection: large tiles first, filtered by brand.

On a laptop and a phone

The FW catalog with a brand filter and large tiles
The catalog. Shop by brand, with each wheel's sizes, bolt patterns and finishes, large tiles first. Product images are the brands' catalog photos.

Fitment questions go straight to the shop by text, with a short checklist and a pre-filled message.

The FW Wheels redesign's first screen on a phone
On a phone. Year, make, model and 'Text FW this car' on the first screen.