Kelly Blue Book
Complete information architecture redesign and UX overhaul for Kelley Blue Book's automotive valuation platform, serving millions of monthly users.
Duration
2 years
Team
45
Scale
Enterprise
Scope
North America
Overview
Kelley Blue Book (KBB), a trusted player in the used car valuation market, engaged in an end-to-end product design and development management project to expand its brand authority into the new car research segment within the automotive industry. The research-led approach was grounded in aligning business objectives with user needs to enhance the overall user experience and enable additional revenue streams.
Challenge
KBB's brand perception was strong in the used car market but less favorable in the new car research space.
The KBB.com website suffered from usability issues and inconsistent design, negatively impacting user attraction and retention.
The existing platform layout was not conducive to selling premium advertising space, limiting revenue opportunities from the burgeoning new car market.
Research & Discovery
Conducted strategic planning sessions to align business goals, objectives, and metrics with stakeholder and user needs.
Developed personas and created a comprehensive strategy roadmap to guide the user experience design process.
Led usability testing and heuristic evaluations to identify and address design inconsistencies and navigation challenges.
Solution & Deliverables
Redesigned KBB.com with a modern, cohesive user interface that integrated updated color palettes, typography, and visual elements for a consistent brand experience.
Built tools such as "Request a Quote" and "Find a Dealer" to enhance engagement and improve lead generation capabilities.
Delivered refined information architecture, navigation paths, and UI elements, ensuring WCAG 2.0 AA compliance for accessibility across all deliverables.
Results & Impact
Results included improved perceptions of KBB as an essential resource in the new car research process, with enhanced usability leading to greater user engagement.
The modernized site design bolstered trust and satisfaction, contributing to increased traffic and substantial growth in revenue opportunities from optimized premium advertising space.
Embedded accessibility standards and ensured compliance with GDPR for responsible data handling throughout the platform.
Project Artifacts
Project Details
Industry
Automotive
Duration
2 years
Team Size
45
Direct Reports
5
Scale
Enterprise
Scope
North America
Budget
1M+
Platforms
Web
Regulatory
Medium
Engagement
End-to-End Product Design and Development Management and product marketing