What I did

Immersed in the brand. Visit to Goodwood factory to understand craft, materials, and brand cues that should carry into UI.

• Dealer workshops: mapped enquiry flows and what dealers need in a qualified lead.

• Studied behaviour: remote interviews and heatmaps/session data to see what people actually used (e.g., gallery vs. spec vs. CTAs).

• Simplified the journey: reworked the sitemap, filter taxonomy, and vehicle spec hierarchy to reduce decision friction.

• Optimised enquiry: shorter form, clearer next steps, and sticky CTAs so users never lose the path to contact.

• Shipped & iterated: tested prototypes, launched, then tuned based on usage and drop-off analysis.

Key insights that shaped the work

• 80% of users interacted with the image carousel → keep gallery prominent and fast.

• Only 18% scrolled below the fold. Surface key specs, provenance, and CTAs early.

• 2% enquiry completion signalled friction. Streamline forms and make contact routes obvious.

Key design decisions

• Inventory you can browse: consistent filters (model, year, mileage, price, provenance), empty states, and quick resets.

• Vehicle details page: verified provenance, key spec highlights, finance/ownership info, and prominent, persistent CTAs.

• Trust up-front: dealer credentials, warranty/multipoint checks, and brand standards expressed in layout, type, and motion.

• Zero dead-ends: every path leads to enquire, request callback, or find a dealer.

Constraints I navigated

• Tight brand guidelines: preserved luxury feel while improving clarity and accessibility.

• CMS/data limits across markets: designed components that worked with existing structures and regional rules.

• Development efficiency: reduced dev effort by re-branding existing UI components where viable.