UX ResearchDesign SystemAutomotiveUsability TestingCRO
AAG / AMSI Group
Two years of UX research, moderated user studies, and design-system work across 120+ automotive dealership websites — turning data into measurable conversion gains.
The Challenge
120 websites.
Zero consistency.
AAG / AMSI Group managed over 120 automotive dealership websites across multiple platform providers — Dealer.com, Dealer Inspire, DealerEprocess, and DealerON. Each vendor had its own patterns, component libraries, and CTA logic, making cross-site optimisation nearly impossible.
Beyond the design fragmentation, there was no structured process for measuring UX decisions against real sales outcomes. Decisions were made by gut feel, not evidence. My job was to build the research infrastructure and the design system to change that.
The Work
Research first,
then build.
- Planned and conducted moderated usability studies on high-traffic pages — homepages, VDPs, service pages — identifying friction points across device types
- Developed vendor-specific UX Playbooks for all four platform providers, giving the in-house team repeatable, evidence-based standards
- Ran A/B and multivariate CTA copy tests across homepage, VDP, and service pages, informing standardised CTA patterns used network-wide
- Led the Live Chat FAB study — evaluating placement, sizing, and timing for real-time messaging across 60+ dealerships
- Built the email hero design system used across dealership newsletters and seasonal promotions
- Collaborated with 4 vendor engineering teams to ship standardised navigation, homepage model bars, and search widgets
The Results
What moved.
76%Chat-to-lead conversion across the dealer network
3.05%Visit/click CDR — vs 0.36% national benchmark (8.5× above average)
120+Dealership websites standardised under the new UX system
← Back to all work
