WEB UI DESIGN | OFFERUP DEALER PROGRAM WEBSITE

The OfferUp Verified Dealer Program is an integral part of OfferUp’s business, as “Cars and Trucks” is one of the most popular categories on OfferUp. OfferUp car buyers sometimes want to shop only from auto dealers, and the OfferUp Verified Dealer Program allows dealers all over the nation to buy advertising packages with OfferUp and effectively market to interested buyers.

I was tasked with redesigning the lead generation website for the OfferUp Verified Dealer program. The website that was used from launch to mid-year 2019 was sorely neglected, and not converting leads at the rate the autos team was expecting.

The need for a fresh, new website was clear.

Process

I began by researching competitor websites, studying our user data on the page, and getting feedback from our autos team on their needs for a new website. While a lot of competitors didn’t have the best usability or visual clarity on their websites, I was able to quickly determine that placing the form field at the top of the page was a must. The easy form fill, along with other easy-to-spot-similarities, mostly aligned with the OfferUp autos team needs.

I sketched out some layout options on a whiteboard and did some quick mockups in Sketch, then began building out the graphics for the webpage. I wanted to create all of the visual assets from scratch, so I made new custom illustrations and designed app screen mockups that showed the most recent version of our product with fake names, dealerships and chat conversations.

Iterating and collecting feedback

The fully-designed version of the webpage went through a few rounds of edits before the autos team knew what they wanted the visual hierarchy to be. The team ended up scrapping the idea of using an illustration as the main hero image on the website, opting to use mockups of the product as the focus instead.

They also asked that the product features be shown more “above the fold,” and that the testimonials include room for images to go with each dealership who gave us the quote.

I took this feedback and made 2-3 more full designs in both desktop and mobile before a final design was approved.

final product

The final product ended up using a carousel to show the different features of the product, in order to keep the content as high up on the page as possible. I also designed a new set of icons for the carousel items that used a limited color palette that felt less illustrative.

The site is fully responsive with floating elements to evoke a feeling of lightness and simplicity in the browsing experience. All elements fall in accordance with OfferUp’s UI guidelines for web.

The new autos website is being tested against the old site, and is currently converting at a rate over 60% higher than the old website.