A new design for an auto industry leader

Their site had become bloated, and with new shifts coming around their branding and business model, they needed a new foundation.

My team and I would lead the strategy and UX.

We started with a stakeholder workshop, reviewed their significant research, and identified a consumer-centric strategy that would guide our design decisions.

We designed a number of key pages, such as the homepage

For that page, we considered how to integrate new Edmunds brand positioning, drive users down a car buying funnel, personalize the content, and monetize more effectively.

Edmunds’ goal was to shift their business from an ad-supported model to a conversion-based model akin to new competitors like TrueCar, so we inspired them to think anew about the structure and user flows for the site.

A key goal of the new site was driving conversions to vehicle purchases. So an area of focus was creating a flow from the make/model page to selecting the dealership and locking in a price.

We rolled out the site slowly, starting with a small percentage of users. The test was a success, and with mobile device users twice as likely to return to the new site, compared to the old one, and bounce rates and page load times improved significantly.