TrueCar

Identity Design
Growth Marketing
Product Design
User Experience

When an automotive tech company reimagines the car buying process, it also reinvents itself. That means rebranding, repositioning, and rebuilding a digital marketplace that shakes up the industry. At TrueCar, we created a platform where users can shop with ease. What started as a contract for identity work, quickly turned into a job where I worked on many aspects of the user journey. From point of discovery to point of sale. Simply put, this is car buying made easy.

Forming a new identity is a major step for a business, and it sets the stage for new opportunity. The challenge with rebranding is familiarizing consumers with the new identity, while simultaneously driving traffic to promote company growth. How can we encourage consumers to visit the platform and explore further? The solution is developing creative strategy for omnichannel marketing. I designed media campaigns, paid social creative, and display advertisements that allowed TrueCar to expand it’s presence, and reel in more shoppers. The more we expose consumers to TrueCar, the more opportunities we have to drive engagement.

I was always a firm believer that the user journey starts at the first touch point. When I was developing ad campaigns for TrueCar, I realized that for the consumer, ads were often the first step in shopping for a car. I wanted to be more involved with the process that happens after click-through. So I started working more closely with the Product Design team, not only to better align our cross-functional teams, but also so I could ensure the journey continues after discovery.

My objective on this team was to increase platform traffic and generate more leads on vehicles, which is vital for success at TrueCar. After reviewing engagement data from platform analytics and running several rounds of user feedback, the product team developed strategies that involved two primary areas of high visibility; the home page, and vehicle detail pages. We completely redesigned the home page to make the experience more engaging. In this space, we provided the users with essential tools they need to feel confident in their car buying journey, all in one place. Once this process was complete, my focus was redesigning vehicle detail pages, which included high level vehicle information and dynamic pricing. This updated experience allows the user to have full transparency about a vehicle, so they can feel empowered to make the right decision as a consumer.