The Challenge
After being acquired by CarGurus in 2019, PistonHeads, a renowned online motoring community, needed to evolve into the UK's top automotive marketplace. This required overcoming challenges such as inconsistent design, technical debt, and underperforming lead generation.
The Solution
As Lead Product Designer, I led key design initiatives to address these challenges:
Unified Design Language: Created a cohesive visual identity and user experience.
Homepage Redesign: Optimized for lead generation and user engagement.
Design System: Developed a comprehensive system of assets, components, and guidelines to streamline workflows.
The Outcome
These efforts across the homepage design and design language yielded impressive results for the team in terms of efficiency and performance, and also the business:
29%+
classified leads
New PistonHeads homepage
Wheelspin Design System
Mind mapping
Design system
Wheelspin combined design, Storybook React components, and documentation into a single source of truth. It empowered the developers to efficiently build consistent UIs.
Wheelspin's goals were to:
Improve UI/UX consistency and quality.
Create a shared vocabulary for the product team.
Increase design and development efficiency.
Provide clear guidance on best practices.
Page templates
Homepage wireframes
User testing
Visual design - mobile
Visual design - desktop
New homepage - A/B test results
We 50/50 split test the current homepage vs the new homepage against the primary goal of "Search Result Page Views" (any classifieds results page). The result was a clear win for the new homepage and design language.
