Improving Usability for a Niche Automotive Insurance & Lifestyle Platform
From fragmented UI to a cohesive, community-driven product. Avg. session duration +29.5%, bounce rate –13.5%, user-generated content & event participation +40%, and an average conversion rate of 15%.
From fragmented UI to a cohesive, community-driven product. Avg. session duration +29.5%, bounce rate –13.5%, user-generated content & event participation +40%, and an average conversion rate of 15%.
Contribution:
Led discovery workshop and stakeholder interviews; defined goals and success criteria.
Planned and ran user research, built personas, and facilitated HMW to guide solution spaces.
Drove IA & navigation, design-system creation, and website redesign.
Mapped stories & MVP scope; prioritized community features and personalized feeds for measurable impact.
Defined the future roadmap for internal tools supporting partners and workflows.
The information provided in this case study represents my own views and may not necessarily represent the opinions of the founders.
The information provided in this case study represents my own views and may not necessarily represent the opinions of the founders.
Role:
Product/UX Designer
Product/UX Designer
Client:
NDA Name
NDA Name
Timeline:
10 months
10 months
Challanges
No design system → inconsistent UI and fragmented experience.
Audience insight gap → weak understanding of needs/behaviors.
Usability issues → hard-to-navigate flows driving drop-offs.
My Process
Discovery workshop to align goals, surface pain points, and set a shared vision.
Stakeholder interviews to clarify business objectives and operational constraints.
User research & personas (The Collector, The Everyday Enthusiast, The Newbie) to anchor decisions.
How Might We” framing to turn challenges into opportunities (simplify nav, reflect brand evolution, foster community).
Story mapping & MVP prioritization against impact/effort; iterative prototyping to de-risk choices.
Design system developed in parallel to ensure scale and faster iteration.
Expand the design system to internal tools; add governance & contribution guidelines.
Deepen community mechanics (badges, event RSVPs, highlights) and content personalization.
Layer funnel analytics per persona to optimize lead quality and cost.
What I’d Do Next
Phase 1: Foundation: Navigation, Design System & Website
What I did
Reworked information architecture and simplified navigation for diverse audiences.
Built a cohesive design system (tokens, components, usage) to eliminate drift and speed up delivery.
Executed the website redesign, aligning visuals and voice with the brand’s automotive lifestyle ethos.
Why it mattered
Created a consistent, learnable UI layer the team could ship on top of unlocking faster iteration across pages and future products.
Phase 2: Community & Conversion
What I did
Introduced community-driven features (forums, event listings) and personalized content feeds by interest.
Tuned conversion paths (lead gen) using clearer value props and simplified flows.
Why it mattered
Strengthened belonging and repeat visits while turning high-intent sessions into qualified leads—without sacrificing usability.
What I’d Do Next
Expand the design system to internal tools; add governance & contribution guidelines.
Deepen community mechanics (badges, event RSVPs, highlights) and content personalization.
Layer funnel analytics per persona to optimize lead quality and cost.
No design system → inconsistent UI and fragmented experience.
Audience insight gap → weak understanding of needs/behaviors.
Usability issues → hard-to-navigate flows driving drop-offs.
Discovery workshop to align goals, surface pain points, and set a shared vision.
Stakeholder interviews to clarify business objectives and operational constraints.
User research & personas (The Collector, The Everyday Enthusiast, The Newbie) to anchor decisions.
How Might We” framing to turn challenges into opportunities (simplify nav, reflect brand evolution, foster community).
Story mapping & MVP prioritization against impact/effort; iterative prototyping to de-risk choices.
Design system developed in parallel to ensure scale and faster iteration.
My Process
What I did
Reworked information architecture and simplified navigation for diverse audiences.
Built a cohesive design system (tokens, components, usage) to eliminate drift and speed up delivery.
Executed the website redesign, aligning visuals and voice with the brand’s automotive lifestyle ethos.
Why it mattered
Created a consistent, learnable UI layer the team could ship on top of unlocking faster iteration across pages and future products.
What I did
Introduced community-driven features (forums, event listings) and personalized content feeds by interest.
Tuned conversion paths (lead gen) using clearer value props and simplified flows.
Why it mattered
Strengthened belonging and repeat visits while turning high-intent sessions into qualified leads—without sacrificing usability.
Challanges
Phase 1: Foundation: Navigation, Design System & Website
Phase 2: Community & Conversion
