Generac UI Modernization — Kish Hickerson

The Problem

A platform built for the business, not the user.

Generac Dealer 360 had grown organically over time — features were added without a coherent system, the IA reflected internal org structure rather than dealer workflows, and the visual language was inconsistent across modules.

The result: dealers were abandoning key tasks mid-flow, support tickets were climbing, and adoption of high-value features (rebate programs, co-op funds) was far below potential.

High task abandonment Users dropped off before completing core workflows — rebate claims, installations, service scheduling.

Inconsistent UI patterns No shared component library. Each module had been built independently, creating a disjointed experience.

IA misaligned with dealer needs Navigation reflected internal org structure, not how dealers actually think about their work.

Low feature adoption High-value features like co-op funds and rebate programs were underutilized — users couldn't find or trust them.

Who We Designed For

Four tiers, one platform.

Tier 01

Select

Buy and install products factory-direct. Partner with a service dealer to support local marketing and existing customer base.

Tier 02

Elite

Sell, install, service and maintain Generac standby and portable generators. Access to additional programs including the annual rebate.

Tier 03

Elite Plus

Unlock increased annual rebates and co-op funds. Priority listing on the Dealer Locator and front-of-the-line technical support.

Tier 04

Premier

Generac is the primary standby generator line. Access to the highest level of Generac support, programs, and partnership benefits.

How I Worked

From discovery to
a shipped system.

Discovery & Audit

Conducted a full UX audit of existing flows, mapped drop-off points, and interviewed dealers across tier levels to understand pain points firsthand.

Research

IA Restructure

Rebuilt the information architecture around dealer tasks and mental models — not internal org structure. Card sorting and tree testing validated the new structure.

Strategy

Design System

Built a component library on an 8pt grid — typography, color tokens, form elements, navigation patterns, and data displays — to create consistency and engineering velocity.

Systems

UI Redesign

Redesigned key flows end-to-end: dashboard, rebate claims, dealer locator settings, and service scheduling. Branded CTAs placed to guide users toward high-value tasks.

Design

Test & Iterate

Ran moderated usability sessions with dealers at each tier. Iterated on navigation, form patterns, and CTA placement based on task completion data and qualitative feedback.

Validation

Design Evolution