Rolls-Royce Pre-Owned

Rolls-Royce wanted to create an online website that represented their legacy of bespoke craftsmanship while enabling customers to explore pre-owned vehicles and connect with dealers. The goal was to design a user experience that reflected the Rolls-Royce brand and provided seamless access to vehicle stock and services across the globe.
Impact
- Reduced Drop-Off Rates by 20%: Simplified the search results page
- Increased Engagement: Page views increased as users explored detailed vehicle information.
- Improved navigation and filtering: Made it easier for users to find a car based on their preferences.

My Role
As the Lead UX Designer, I worked on this project in 2019, collaborating closely with the Product Team and Rolls-Royce stakeholders and led the design process from discovery to launch. Post-launch I supported the team by observing user behavior monitoring analytics and proposing usability improvements.
Understanding the problem
Design a pre-owned website that
- Promotes Rolls-Royce brand values and the benefits of pre-owned vehicles.
- Helps customers easily locate available stock globally.
- Highlights the bespoke features of each Rolls-Royce vehicle.
- Provides a smooth transition from the main Rolls-Royce website to the pre-owned platform.
- Reduce development effort by re-branding UI components.
Discovery research
Understanding the Brand
Rolls-Royce’s reputation as a luxury brand with bespoke vehicles required a deep understanding of their values. I visited the Goodwood plant in South England to experience the craftsmanship and attention to detail behind each vehicle.
Dealer Engagement Workshop
Conducted workshops with dealers to understand their interactions with customers and gather insights.



Understanding user behaviour
Testing methods
- Conducted remote moderated interviews to understand user motivations and behaviors.
- Used heat maps to track interactions with key elements, such as image galleries and CTA buttons.
Key insights
- 80% of users interacted with the image carousel.
- 18% scrolled below the fold to find more information.
- 2% completed inquiries, highlighting the need for optimizations.

Final design iteration
Designing the Rolls-Royce pre-owned website was a unique challenge that required balancing luxury branding with usability. By focusing on user needs, we created an experience that resonated with both enthusiasts and buyers while reflecting the bespoke nature of Rolls-Royce.
Ongoing testing and refinement ensured the platform continued to deliver value to users and car dealers.


