01The problem
Conversion sat stubbornly at 1.6% even though the product information was all technically there. Users told us why they hesitated:
- Missing financing-model information
- Unclear delivery and collection options
- Not enough detail on the 14-day return policy
- An outdated visual design
- Ambiguity about vehicle sourcing and who the seller actually was
02Process
I ran the redesign as a four-stage, evidence-led process with cross-functional collaboration throughout.
- Data gathering. Funnels, conversion rates, user interviews, heatmaps and surveys to locate exactly where trust broke down.
- Conceptualisation & design. Wireframes → prototypes → specifications, with a clearer information architecture at the core.
- Deployment. Close collaboration with developers to ship the vision faithfully.
- UX testing. A/B testing and iterative improvement, tracked in real time with Tableau.
Alongside the redesign I implemented an Atomic Design System, reorganising assets and documenting components across Jira and Storybook, which improved front-end development workflows by 30% and made the fixes hold.
The information was already on the page. The job was to answer the question in the user's head at the moment they asked it.
03Key decisions
- Transparent data fill-out. An optimised checkout process with clear, transparent workflows that lifted conversion.
- A stronger USP. Redesigned the unique selling proposition so it actually landed.
- Clearer actions. Reworked the actions dropdown and the price block for instant comprehension.
- Clear interaction flows. Applied UX best practices to Save Search, streamlining the flow into a signup that doubled.
04Impact
+20%
PDP conversion through usability & clarity
+10%
Checkout conversion via a transparent data fill-out
2×
Save Search signups from clearer interaction flows
Beyond the numbers: an Atomic Design System that sped up front-end development by 30%, cleaner cross-team documentation, and a real-time view of what was working.