Problem
Customers struggled to confidently choose a vehicle online; key information like model differences and pricing was difficult to compare, and fragmented journeys made it hard to move from exploration to dealership engagement, limiting conversion.

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Approach
As the sole UX Designer, I led the end-to-end experience design, reframing the product around customer decision-making rather than features. Using behavioural insight, research, and analytics, I identified moments of uncertainty, defined experience principles, and prioritised core journeys like discovery, comparison, and pricing—aligning stakeholders around a clear, scalable direction.

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Solution
I designed the core product flows and interactions across the entire site, creating a cohesive, intuitive experience that reduced friction and supported confident decision-making. From early concepts through to detailed interaction design and delivery, I ensured consistency and usability across all touchpoints.

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Journey-led information architecture
I re-architected the experience around the end-to-end car buying journey, shifting from a product-centric structure to a decision-centric model. This created a guided progression across exploration, comparison, pricing, and conversion, reducing cognitive fragmentation and ensuring users always had clear contextual next steps. The IA was designed as a scalable system to support multiple entry points while maintaining coherence across states of intent.

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Embedded decision-support tools
I designed and integrated interactive systems that directly addressed key user uncertainties. A dynamic pricing configurator enabled real-time cost construction and adjustment, increasing pricing transparency and supporting value comprehension. A contextual vehicle exploration experience replaced static inventory views with adaptive, information-rich surfaces that surfaced relevant differentiators based on user intent and behaviour.

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Structured comparison and progressive filtering 
I implemented an advanced filtering and comparison framework designed to support progressive narrowing of choice. Rather than flat filtering, the system prioritised meaningful decision criteria—such as performance, lifestyle fit, features, and budget alignment—allowing users to evaluate trade-offs more effectively. This created a more structured decision environment, reducing overload and improving confidence in selection.

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Outcome
The redesigned experience delivered strong product performance, including a 29% increase in leads, a 205% increase in price calculations, and improved conversion to dealership engagement.