Opportunity

A national automotive supply and service retailer wanted more of their website visitors to get quotes and make appointments at physical stores, but didn’t know where to start. Their longstanding approach of prioritizing campaign landing pages had created a fundamentally fragmented user experience, cluttered with irrelevant CTAs. Key stakeholders were unfamiliar with human-centered design and UX best practices, so carefully managing their user journey was also a high priority.

Goals

• Shift from a narrowly-focused, campaign-based approach to an understanding the user lifecycle and their end-to-end expectations.

• Shift from reactive, tactical visual design execution to a more strategic, journey-based approach to user experience.

Approach

• Align: Gain credibility with stakeholders by listening carefully and tackling low-risk, high-impact improvements first.

• Elevate: Highlight comparative experiences to broaden stakeholder understanding of what’s expected and what’s possible.

• Strategize: Show a more complete perspective on the user journey, connect it to KPIs, and propose next steps.

Activities & deliverables

• Expert evaluation of key flows and screens

• Competitive and comparative analysis

• Before and after visual concepts

• Strategic recommendations for next steps

Sample deliverables