Inchcape
Creating a flexible automotive experience that increased goal conversion by 79%
Client: Inchcape
Responsibilities: Product Design
Deliverables: Modular UI system and responsive page designs
Industry: Automotive
The Challenge
Inchcape needed a digital experience that could support a wide range of automotive content and customer journeys while remaining clear and consistent. We designed a flexible set of page layouts and reusable sections covering everything from vehicle discovery and comparison to configuration, offers and editorial content.
Helping users find the right car
Search and filtering were needed to make a large inventory of vehicles easier to explore. We designed a structured browsing experience that allowed users to narrow their options while keeping key information visible within the results, making cars easier to scan and compare.
Clearer vehicle information
Vehicle pages brought together imagery, specifications, pricing and dealership information in a clear hierarchy, helping users understand each car and identify the next step without having to search through dense amounts of information.
Making comparison simpler
The comparison page to made differences between vehicles easier to understand at a glance. Specifications were presented consistently, with key differences highlighted to help users weigh up their options without moving back and forth between individual vehicle pages.
Car configuration
We designed the configurator as a clear step-by-step journey, guiding users through choices such as engine, colour and trim before reaching a final summary. Each stage kept the selected vehicle and pricing visible, helping users understand how their choices affected the car as they progressed.
A modular approach
Rather than designing every page as a fixed template, we created reusable sections that could work in different combinations across the site. Shared typography, colours, styles and iconography provided a consistent visual foundation, while the modular structure allowed Inchcape to create new pages without requiring each one to be designed from scratch.
The final handover included the complete page designs and UI styles in Figma, alongside a master icon library, giving the client a flexible toolkit they could implement within WordPress or their platform of choice.
A modular approach designed to support vehicle discovery, product pages, offers, editorial content, dealerships and customer journeys across the wider site.
79% improvement in goal conversion rate
Following the redesign, Inchcape saw a 79% improvement in goal conversion rate, demonstrating the impact of creating a clearer and more consistent experience across the site.
The project was also shortlisted in the automotive website, app or campaign category at the 2018 Drum Awards for Digital Industries.
