Expanding into new car sales through a no-strings-attached preview of the car ownership experience.
The Business team needed new webpages for a Singapore campaign focused on selling new cars—a shift from the company’s usual emphasis on used vehicles.
As the lead Product Designer, I conducted user research, created wireframes and prototypes, collaborated closely with developers, and tested the new designs with users. I also drew on my marketing background to help define and communicate the initiative’s unique value proposition.
This project was the company’s first move into selling new cars—a major shift from our usual branding and customer experience. As we stepped into new territory, a few key challenges shaped the design direction:
Our audience had no prior reference point for buying new cars from us, and without access to authorized dealer (AD) assets, we needed new ways to explain the process, manage expectations, and build trust from scratch.
We needed the campaign to feel new, premium, and chic, but still stay within the existing design system, and without the usual AD visuals. The challenge was to innovate within tight constraints, elevating the experience without compromising on brand consistency.
With Business, Marketing, Product, and Engineering teams all involved, getting everyone on the same page was tricky. Clear communication, expectation-setting, and collaboration were key to moving the project forward.
To ground the design in real user needs, I employed a mix of traditional and collaborative research methods:
Analyzed 10 competitor platforms to identify opportunities for differentiation and improvement.
Conducted 20 virtual interviews with users to uncover pain points and expectations.
Tested the interactive prototype with users to identify friction points and refine the design.
Worked closely with the Marketing and Business team to ensure the design aligned with campaign goals and messaging, balancing user needs with business objectives.
To kick off the design process, I analyzed 10 competitor websites in the automotive space. This competitive research helped me identify industry trends, best practices, and areas where we could differentiate our product.
Using insights from the research, I began creating wireframes and experimenting with different visual styles. A key challenge was the lack of high-quality dealer assets, so I focused on developing a sleek, minimal design that could still build trust and convey professionalism.
I refined the visual language with modern typography, improved spacing, and a carefully selected color palette. To ensure consistency across the platform, I built a component library that kept everything aligned as the design evolved. Regular feedback sessions with fellow designers and the Project Manager allowed me to iterate and refine the concept continuously.
After several rounds of design exploration, we landed on a minimal, sleek style that communicated affordable luxury. Given the tight project timeline, I conducted 10 internal user interviews via Lark calls. While the research was more condensed than usual, it gave me valuable insights into user pain points and preferences, which helped guide further iterations.
I also created designs for both web and mobile, considering responsiveness across multiple breakpoints (375, 576, 768, 992). The goal was to ensure the experience felt intuitive and seamless on any device.
I brought the design to life with interactive prototypes and demoed them to stakeholders. This phase included gathering feedback, making revisions, and refining the experience through several rounds of iteration. Each round improved the design’s functionality and user flow, ensuring we were aligning with both business goals and user needs.
Once the design was finalized, I documented all key specifications and detailed design notes for the developers. To ensure a smooth handoff, I participated in calls with the development team to walk them through the final prototype, answering any questions and clarifying design details to prevent any miscommunication.
Effectively introduced the new car offerings in a way that felt intuitive and user-friendly, even though it was the company’s first time in this space.
The campaign launched to positive feedback from both stakeholders and users, confirming the design approach hit the mark.
Successfully created clean, modern webpages without authorized dealer assets, fulfilling all business requirements despite the challenge.
Conducted user research, testing and iterating to make sure the design was aligned with both user needs and business goals—kept things moving smoothly!
This project provided valuable insights and learnings that I'll carry forward to future work:
Learned to be resourceful and innovative when working without key assets, proving that limitations can spark creative solutions.
I saw firsthand how crucial it is to keep iterating, gathering feedback, and refining the design to improve the product with each round.
Gained experience in aligning user-centered design with business goals, ensuring both were addressed in every decision.
Strengthened my ability to collaborate with cross-functional teams, ensuring clear communication and alignment throughout the project.