Kelley Blue Book – UX Redesign for New Car Research

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Platform: Web, Mobile
Role: End-to-End Product Design and Development Management

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As UX/UI lead, I guided Kelley Blue Book’s (KBB) shift from used-car valuation to the new-car research market through a complete digital redesign. The main challenge was to modernize usability and create a cohesive brand experience that balanced trust, simplicity, and revenue optimization.

 

I conducted comparative research on user behavior, developed personas for both consumers and advertisers, and built wireframes that reorganized content architecture for clarity and engagement. I redesigned navigation, visual hierarchy, and lead-generation flows such as “Request a Quote” and “Find a Dealer.” The UI combined KBB’s recognizable color palette with modern typography and interaction design for improved accessibility.

 

The new design improved navigation and engagement while unlocking premium ad placement opportunities, boosting revenue without compromising usability. The result repositioned KBB as an authoritative, user-centered platform for new-car shoppers.