Revitalized an outdated experience. A redesign was long overdue, so we brought new energy to the site with fresh design and added features such as Inventory Search Alert, Compare and Save. Optimized functionality to make the site responsive. Improved site structure, page layouts and informational charts/visuals, made CTAs more actionable for optimal conversion.

Process and Role - In order to give the site an overhaul, it was important to look at competitors in the luxury used car world and determine what would work for Acura. I partnered with the UX lead to research competitors and devise a competitive audit. We put together boards to visually show treatments among competitors. These boards were then used in a working session with the key stakeholders to discuss the new direction and introduce proposed features. From there we were able to comprise a content functionality matrix to inform the site’s structure.

After analyzing the used car shopping process, I created a user journey map to better understand user pain points and challenges in the shopping experience. Being in the luxury used car segment meant there were different user needs in the search for their ultimate vehicle. This helped to inform the final feature set for the site to retain its relevance and competitive edge.

The design phase began ensuring parity with the brand’s larger national site. Button, CTA treatments, typography and new symbols were designed for the Sketch library when we began to divide up sections of the site to work on for wireframe consistency. Since the site was built on a different platform, components were developed by scratch. I worked closely with the dev team to ensure our vision could be implemented properly. There were many iterations to ensure efficient functionality and optimal look and feel.

Results - User testing was conducted pre-launch with a scaled down live prototype and was well received. Testing was done a few months after the site went live and received positive feedback with little need for change. Dealers reported high conversion results with the contact a dealer inquiries. Save vehicle and Inventory alerts are being used often and result in continued increase in sales.

Recognition - Received #1 CPO website from JD Power and industry accolades for CPO brand site.

Created a new tool to ensure efficient vehicle delivery. Originally designed for Sales Consultants to send information to customers, the tool’s instant success was adopted by customers as well. Tech Tutor serves to educate and inform through How-to video content.

Process and Role – Knowing that the tool would be used primarily out in the field, we tackled mobile first. I partnered with the UX lead to research and obtain the full model line information from our product team. This informed how we could arrange the hierarchy of primary product features. Content was further broken down into model details and trim criteria in order to design the steps needed to access content. This ensured an efficient user experience.

Wireframes were designed and iterated and a basic prototype was created in inVision to test the flow of the tool with the team and client. Each time we were met with excitement and anticipation of this new tool launch. Once the Art Director added the visual design treatment, a working prototype test was conducted in-person at dealerships. Tech Tutor was positively received by the Sales Consultants and Managers. They liked the simple flow and were excited and ready to use the tool.

Recognition - Received a Honda Communications Award

Results – Well received by dealers as many were placing links to Tech Tutor on their personal websites. Monthly analytics reported steady increased use. Help improve this tool survey results provided positive and useful feedback for future version improvements.

Designing for other countries. After much success, the original Tech Tutor design was adjusted to accommodate Latin Caribbean markets that utilize left and right hand drives in their vehicles

Role - Led the project to redesign the initial home screen and model feature search to ensure the process provided a smooth user experience. Worked with the art director to design universal symbolism to achieve simplicity of communication. Added English and Spanish translation options.

Results - Very well received and steadily performs with increased monthly usage.

Bring brand presence to Acura’s dealer association sites. Created a universal template in order to attract Acura dealers to use this new version over a competitor’s template.

Role - Led the project in designing the site to compliment the national site’s brand and design. Analyzed content to come up with feature set, user flow and site map for this pared down site. Streamlined the dealer search process for efficiency and higher conversion as the goal of these sites is to get the customer in contact with a dealer (or in the door). Created a training video, instructional deck and led online instruction for dealers in order to personalize the main pano content of their sites.

Results - Well received by the client, over half of the dealerships signed up to use it pre-launch after presenting them with simple prototypes of the new design. Currently at 75% of dealer adoption.

Making the online sales training “encyclopedia” easier to use and access. Designed to house all of the information a Sales Consultant could need to effectively sell a vehicle, the tool was renamed and redesigned as testing concluded the site was “too hard” to get information from.

Process and Role – Utilized research findings and product expertise to determine the best use for a site of this depth. Created feature content matrices, redesigned all tables, charts and the overall look. Interviewed sales consultants and created user personas to determine if there was anything else to consider before tackling the redesign. Worked with lead to find an effective solution to get sales consultants to the information they sought quickly and efficiently as some content was locked and would need password access. Led client meetings to present and discuss new site organization and designs. Conducted and led user testing sessions with Sales Consultants and Managers in dealerships as well as remotely.

Results – Sales Consultants and Dealer Managers tout this tool as an educational resource. Download of content continually increases. Analytics reports increased usage and satisfaction.

Increased engagement and brought new life to the agent/owner opportunity recruitment site. Added personal success stories along with an easy way for recruits to sign up for agency opportunities.

Role - Worked with lead to re-design site navigation, informational pages and contact forms. Established a new user flow and built a preliminary prototype that represented newly designed pages and functionality. Conducted user interviews with existing agents and tested proposed site to glean constructive improvements and iterations.

Results - Positively received. Increased number of new agent inquiries and recruits.

After the success of the Acura dealers’ association site, I was asked to redesign Honda dealers’ association site in the same capacity, with similar challenges.

Role - Led the project in designing the site to compliment the national site’s brand and design. Analyzed content to come up with feature set and user flow needed for this pared down site. Streamlined the dealer search process for efficiency and higher conversion as the goal of these sites is to get the customer in contact with a dealer (or in the door). Created a training video, instructional deck and led online instruction for dealers in order to personalize the main pano content of their sites.

Results - Well received by the client and dealers; over half of the dealer associations signed up.