Redesigned the used car listings to reverse declining performance
Created solutions that re-engaged shoppers in a crowded automotive market
Company
Edmunds
Project
Product Details Page Redesign
Role
Product Designer
Year
2022
Redesigned used car page
Falling behind in a crowded market
As new online car sites surged in popularity, Edmunds struggled to keep up. Competitors were offering smoother digital experiences while Edmunds’ site felt dated and harder to use.
Pressure from established and new competitors
Urgency to evolve to meet shopper expectations
Difficulty adapting fast enough to keep market share
Learning from users and competitors
To diagnose the problem, I ran user interviews, competitive research, and a segmentation study. The findings showed Edmunds lagged on features shoppers valued most:
Clear vehicle photos
Verified history details
Local inventory filters
Transparent pricing
To understand where Edmunds was falling short, I ran user interviews, competitive research, and a segmentation study. The findings showed that competing sites delivered on features shoppers valued most:
Clear vehicle photos
Verified history details
Local inventory filters
Transparent pricing
To understand where Edmunds was falling short, I ran user interviews, competitive research, and a segmentation study. The findings showed that competing sites delivered on features shoppers valued most:
Clear vehicle photos
Verified history details
Local inventory filters
Transparent pricing
Designing better ways to filter cars
I created three new concepts to help shoppers browse more effectively, striking a balance between quick suggestions and fine-tuned control.
Graph – cars plotted by year, price, and mileage for clear comparisons
Slider – interactive sliders with instant results
Cards – curated listings highlighting top options for price, mileage, and history
Concept #1: Graph
A visual chart that organizes cars by year, price, and mileage, grouped by generation.
Shows the relationship between year, price, and mileage
Summarizes large amounts of data visually
Helps users spot trends at a glance
Concept #2: Slider
An interactive slider interface for adjusting price, mileage, and age ranges.
Lets shoppers quickly adjust options and see instant results
Makes searching feel simple and interactive
Works smoothly across desktop and mobile
Concept #3: Cards
Curated cards that surface the best cars based on price, mileage, and history.
Reduces choice overload by highlighting top options
Categorizes cars clearly for faster decision-making
Gives shoppers a starting point with vetted selections
Cards tested as the best option
I tested all three designs with 321 shoppers. The card filter was the clear favorite.
Shoppers felt less overwhelmed by choices
Sorting options made it easier to prioritize cars
Balance of simplicity and control worked best
Prototype outperformed the live site
I tested the card prototype against Edmunds’ current site by asking users to find the best used Toyota RAV4. The prototype performed better across the board:
Users found details faster with a streamlined layout
Information was clearer thanks to better organization
Navigating design constraints
Some stakeholders resisted pushing beyond strict brand guidelines. I advocated for a more impactful UI, showing how strong visuals and clearer layouts improve user retention and strengthen the brand.
Results after launch
The redesigned listings drove significant improvements on both desktop and mobile.
Engagement up 55%
Bounce rate down 35%
Average session time up 7%
Return visits up 6%
Recommendations for the future
I proposed next steps to keep Edmunds ahead of competitors:
AI-driven personalization – Suggest cars based on user behavior
AR/VR experiences – Offer immersive tools like virtual test drives and 360° car views
Designing better ways to filter cars
I created three new concepts to help shoppers browse more effectively, striking a balance between quick suggestions and fine-tuned control.
Graph – cars plotted by year, price, and mileage for clear comparisons
Slider – interactive sliders with instant results
Cards – curated listings highlighting top options for price, mileage, and history
Concept #1: Graph
A visual chart that organizes cars by year, price, and mileage, grouped by generation.
Shows the relationship between year, price, and mileage
Summarizes large amounts of data visually
Helps users spot trends at a glance
Concept #2: Slider
An interactive slider interface for adjusting price, mileage, and age ranges.
Lets shoppers quickly adjust options and see instant results
Makes searching feel simple and interactive
Works smoothly across desktop and mobile
Concept #3: Cards
Curated cards that surface the best cars based on price, mileage, and history.
Reduces choice overload by highlighting top options
Categorizes cars clearly for faster decision-making
Gives shoppers a starting point with vetted selections
Cards tested as the best option
Concept testing revealed a preference for card filtering, striking a perfect balance with the right amount of control. The sorting options offer quick insights into the available choices, efficiently catering to various shopping priorities.
321 users tested the three concepts
Shoppers reported feeling less overwhelmed with choices using card filters
Prototype outperformed the
live site
I tested all three designs with 321 shoppers. The card filter was the clear favorite.
Shoppers felt less overwhelmed by choices
Sorting options made it easier to prioritize cars
Balance of simplicity and control worked best
Navigating design constraints
Some stakeholders resisted pushing beyond strict brand guidelines. I advocated for a more impactful UI, showing how strong visuals and clearer layouts improve user retention and strengthen the brand.
Results after launch
The redesigned listings drove significant improvements on both desktop and mobile.
Engagement up 55%
Bounce rate down 35%
Average session time up 7%
Return visits up 6%
Recommendations for the future
I proposed next steps to keep Edmunds ahead of competitors:
AI-driven personalization – Suggest cars based on user behavior
AR/VR experiences – Offer immersive tools like virtual test drives and 360° car views
