Faulkner Direct is an intuitive online portal website aggregating used car inventory from all 33 stores of a prominent automotive group in Pennsylvania. Featuring a customer-focused design with clear funnels of action, modern aesthetics, and upfront pricing, the portal offers seamless browsing and purchasing while introducing innovative revenue models for enhanced convenience and transparency in automotive retail.
Lead Designer & Art Director
Pitching & Presenting, Branding, UX/UI Design, HTML/CSS, Wireframing, Prototyping & Testing, Logo Design
Adobe XD, Adobe Photoshop, Adobe Illustrator, Confluence, Jira, Brackets, Content Management System (CMS)
The main challenge was to develop a branding strategy for this new business venture, targeting used car shoppers in the greater Philadelphia area seeking online purchasing options, amidst competitors like Carvana. The strategy aims to create a hip yet professional identity, facilitating easy browsing of 1200+ used cars online and streamlining the offline pickup/delivery process, informed by insights from customer data and user studies, and integrated into a modern design system including consistent site styles, a new logo, and custom iconography.
While collaborating closely with the client, we carefully mapped out each page of the website, ensuring alignment with user expectations and business goals. Integration of additional products, like the trade tool, were facilitated through strategic partnerships with external vendors, enhancing the platform's functionality and appeal. Features such as streamlined browsing of 1200+ pre-owned vehicles and a simplified offline pickup/delivery process directly addressed the objectives of facilitating a seamless car-buying journey and establishing the influential automotive group as even more of a leader in the greater Philadelphia automotive market. With the launch of Faulkner Direct, customers now benefit from unparalleled convenience and transparency.
Faulkner Direct Prototype
Data-driven Insights: Leveraging the data provided by the client, we conducted an exhaustive analysis of dealership websites and e-commerce best practices. This informed our understanding of industry trends and customer expectations, laying the groundwork for a tailored solution.
Collaborative Iteration: Working closely with the client, we engaged in iterative discussions to refine the site map. Each iteration was reviewed and adjusted, ensuring alignment with the automotive group's unique needs and branding goals.
User-centric Design: Our process included mapping out detailed user journeys to optimize the browsing experience. By placing ourselves in the shoes of potential customers, we identified key touchpoints and pain points, informing our design decisions.
Establishing a Design System: To maintain consistency and coherence across the website, we established a robust design system. This involved defining visual elements, such as color schemes, typography, and layout principles, to ensure a unified brand identity.
Prototype Development: Through the creation of mockups and prototypes, we translated conceptual ideas into tangible representations. This iterative process allowed us to visualize the user interface and gather feedback for further refinement.
Final Build and Deployment: With the design finalized, we proceeded to the development phase, where the website was built according to the established specifications. Rigorous testing ensured functionality across devices and browsers, preparing for a seamless launch.
Retrospective Evaluation: Following the completion of the project, we conducted a retrospective evaluation to review our approach and outcomes. This reflective process allowed us to identify successes, challenges, and areas for improvement, informing future projects.
Following the successful website launch, the client was so thrilled with the work up to that point that they signed additional contracts to rebrand their main dealer group portal, a collision portal website, a sell or trade tool product, and various other automotive branded websites.
These new contracts marked a significant milestone in our partnership with this automotive group and solidifying their brand identity. These initiatives were met with resounding success, evidenced by metrics showcasing increased website traffic, higher conversion rates, and positive customer feedback. The seamless integration of additional products and features led to enhanced user engagement and satisfaction, reaffirming our client's commitment to innovation and customer-centricity.
Reflecting on our journey, we recognized the importance of maintaining brand consistency and user experience standards across all touchpoints, a principle that guided our approach throughout the entire project.
Looking ahead, we continued our partnership with this automotive group client, leveraging our expertise to support their digital initiatives and drive sustained growth. Our ongoing involvement included hosting multiple rooftop websites, advertising partnerships, SEO services, and website maintenance, underscoring the trust and confidence the client had placed in our capabilities.
Based in Seattle, WA
