improve usability for a niche insurance agency
Car dealership
The need was to redesign the company’s digital platform to improve usability, establish a consistent design system, and align the product with the brand's evolved identity.
Services:
Client:
Year:
The process I did:
Discovery Workshop: We kicked off the project with a collaborative discovery workshop involving key stakeholders from marketing, product, and customer service. This session helped surface pain points, business goals, and user expectations. We used this opportunity to align on project goals and set a shared vision.
Stakeholder interviews: To gain deeper insights, we conducted one-on-one interviews with stakeholders. These conversations provided nuanced perspectives on both business objectives and operational challenges. Insights from these interviews highlighted the need for a more cohesive brand experience and user-centric design.
Design system: based on the initial assessment and their plans to expand their products offering it was clear to us that we needed a system that scaled and enabled fast iteration.
The existing platform was hard to navigate, leading to user frustration and increased drop-off rates. The issues that I’ve found were:
Lack of Design System: The platform lacked a unified design language, causing inconsistent UI elements and a fragmented user experience.
Audience Insight Gap: There was minimal understanding of the target audience's needs, behaviors, and motivations.
This project was a transformative journey for the client, shifting from a fragmented digital experience to a cohesive, user-centric platform that resonates with the brand’s automotive lifestyle ethos.
By embracing a structured design process and focusing on real user needs, we successfully aligned the digital platform with client’s mission of celebrating the love of cars and driving. we’ve showcased parts of the design work on various projects from mapping the journeys on customer funnels and the website, to software designed and developed for partners and internal workflows.
