Arshia Sadr-Al-ZakerinDECISION 01
Compatibility is data, not pages
Compatibility lives as a Vehicle ↔ Engine ↔ Product relationship layer - verified, never invented, never a standalone claim. The finder filters by it; no fake fitment data anywhere on the site.
All work
CASE STUDY - 01
Gaaraazh
A niche e-commerce for automotive spark plugs - finder-first product discovery, SEO strategy, and WordPress implementation.
01 - OVERVIEW
What it is.
Gaaraazh is a specialized e-commerce store selling one thing: spark plugs for the Iranian car market. The problem it solves is simple - most car owners have no idea which plug fits their engine.
I designed the end-to-end experience: information architecture, a vehicle-based finder, the SEO strategy, and the WordPress implementation.
02 - CHALLENGE
A technical product for non-technical buyers.
Compatibility is the business - a wrong plug means a wrong purchase, a return, and lost trust. But the buyers are everyday car owners with zero technical knowledge of engine codes and plug specs.
The challenge: turn a Vehicle → Engine → Product compatibility decision into a flow simple enough for anyone - while building an SEO architecture that captures demand across every vehicle and buying intent.
03 - PROCESS
How it was designed.
/ 01
Understand
Map the domain first: how compatibility actually works (vehicle → engine → product), who buys, and what they fear - buying the wrong plug.
/ 02
Define
Design the information architecture and URL structure before any UI: /product/, /spark-plug/, /guide/, /compare/ - every page with a job to do.
/ 03
Design the finder
Prototype the vehicle-based finder: pick your car, see only the plugs that fit your exact engine. No guessing, no spec sheets.
/ 04
Build & optimize
Implement in WordPress (WooCommerce + ACF) and own the SEO strategy end-to-end: keyword research, site architecture, on-page optimization.
04 - KEY DECISIONS
Decisions, not screens.
DECISION 02
Finder-first discovery
Instead of making users browse categories, the experience leads with the vehicle finder: pick your car → see fitting plugs. A complex compatibility decision goes in, a simple flow comes out.
DECISION 03
SEO as architecture
The site structure is the SEO strategy. Keyword research drove a page map of around 80 pages across product, guide, and compare namespaces - so every page earns its place before a single screen is drawn.
05 - SELECTED SCREENS
The work.
06 - OUTCOMES
What changed.
Finder prototype
Working in WordPress - WooCommerce + ACF relationships, AJAX filtering by engine.
SEO foundation
Keyword universe, page map, and site architecture defined before a line of UI.
Key templates
Category and product templates designed for desktop and mobile.
07 - REFLECTION
What it taught me.
I stopped treating SEO as a bag of tricks and started seeing it as a system: keyword research, Page Map, SERP validation, architecture, content calendar. If a new project lands on my desk tomorrow, I can build that system from zero.
I learned that data is sacred. Either you have a source or you don't. "Everyone in the market does it" is not a source. The BKR7E / Tara Turbo case proved it: everyone says it fits, but the owner's manual says its plug family is Torch. I didn't make that distinction before.
I learned to never guess, and to back up before every edit. Backing up the compatibility matrix and the calendar is a habit now. It wasn't at the start.
I learned that a good decision isn't always a final one. Parking the Torch and Bosch pages instead of deleting them taught me to think reversibly.
I turned WordPress from something scary into a tool. I built the finder myself: "I'm afraid of it" became "I know how to use it."
And most importantly: I learned to write for humans first, Google second. My own joke about the "birthday candle 9" says it all: I finally understand what user intent means, and I don't write filler text for bots anymore.