Nissan Motors – North American Digital Experience Transformation

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

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For Nissan Motors, I led the full UX/UI redesign of its North American digital platform to serve both retail consumers and B2B dealerships. The goal was to create a unified, responsive ecosystem that simplified buying journeys and improved business operations.

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I conducted end-to-end research including interviews, heuristic reviews, and behavioral analytics to understand how customers and dealers interacted with the existing site. Using those findings, I designed intuitive user journeys, detailed wireframes, and prototypes emphasizing clarity, speed, and personalization. I also implemented accessibility standards and scalable UI components optimized for future expansion.

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The redesigned platform delivered a seamless mobile-first experience with personalized content, resulting in higher engagement, improved lead generation, and stronger brand trust. For dealerships, the new UX streamlined workflows and reduced administrative friction, positioning Nissan as a digital leader in the North American automotive market.