Case study
Intent-based content system for car dealerships
- My role
- Lead Product Designer (UX/UI & Strategy). End-to-end journey optimization for 120+ global markets
- team
- Agency-side, Agile Product Team (3 engineers, QA, PO)
- disciplines
- UX Strategy, Information Architecture, Stakeholder Management, Data-Driven Design
- Impact
- 21% reduction in booking abandonment & 14% increase in lead generation.
The challenge
Static dealer cards could not serve the diverse needs of 120+ markets. Users in different segments faced either information overload or insufficient data, leading to inefficient interactions.
Strategy
Design a content system, where the information hierarchy of a dealer card is dictated by the user's segment and intent. Make sure each user can easily scan for key data.
The process
Discovery
I conducted an unorthodox study to find which key info different target groups look for. They were asked to find a dealer for their use case using tracked filters and sorting - I built the hierarchy based on how common it was to sort by distance for example.
Step 1 of 4
Impact
+20%
Increase in successful leads sent to dealerships
-50%
average search/selection time
Things I’d do differently today
- ...
Write when the structure is the problem.
Markets, constraints, and systems that no longer explain themselves.