Texas Direct Auto and DearLane needed to become responsive, content-first platforms that were not only visually appealing but functioned with it's users’ specific needs in mind, all while coexisting under the Vroom brand. My role was to lead the design of the new platform, explore opportunities for purposeful interaction design, and manage the project's technical delivery to completion.

YEAR
2015-2017

ROLES
UX Design, UI Design, Prototyping

TEAM
Kevin Smith (DM), Andrew MacDonald (Product)

Dealerlane

The intention behind this product was to design an interface that would provide car dealers online access to available vehicles that they can purchase and sell for their own dealerships. This means having a catalog thats easy to scan and a product page that provides information relevant and specific to a dealer’s needs.

UX Research

Creating a site map that outlines key features helps to visualize user flow and gives a bird’s eye perspective of the project. Detailed wireframes for product and catalog pages helps with laying out and prioritizing vehicle information before jumping into design.

Texas Direct Auto

Texas Direct Auto was the largest privately owned independent dealership in the U.S. and the original owner of DealerLane. When Vroom purchased TDA, they wanted to elevate their customers’ buying experience by acquiring a well-respected brick and mortar facility, because of it’s ‘operational know-how and expertise on the fulfillment side’. They also wanted to update their site to ensure a thoughtful and streamlined experience.

Taking similar components and design elements from Dealerlane as well as Vroom helps to communicate feature and brand parity. However with TDA, we bring in information thats relevant to the customer like reviews and suggested models.

Responsive

Designing catalog and product pages that were responsive for all device sizes were key to ensuring universal access in any situation, whether thats browsing or purchasing at home or on the go.