Openlane

Boosting Engagement by Linking Discovery to Financing

The existing financing flow lacked visibility and engagement. We aimed to create a seamless connection between vehicle discovery and financing to improve conversions and user retention.

Development ready screens

Project Type

Product Feature UX/UI Redesign

Collaboration

Product Managers
Product Owners
Stakeholders
Technical Directors
Dev Leads
Creative Team

Platforms

Web, Tablet, Mobile: IOS, Android

Timeline

Q3 2024 - Q1 2025

Role & responsibilities

Lead Product Designer

User Research, Sketching, Wireframing, Visual Design, Prototyping, Interaction Design, Dev Handoff

I led the UX and design for Openlane’s recommendation system, boosting engagement by 13% and driving marketplace traffic by surfacing relevant inventory at key decision points.

Research and iteration led to optimized discovery flows, personalized recommendations, and higher conversion rates for AFC dealers.

Problem

AFC dealers completed transactions and left the platform, missing opportunities to engage with Openlane’s marketplace. This resulted in missed opportunities for Openlane to showcase relevant inventory, reducing potential revenue and retention.

To uncover root causes and missed opportunities, I broke the problem down using the 5W1H framework.

Breaking Down the Problem with the 5W1H Framework

Clarifying the Scope & Business Alignment

With the problem clearly defined, I worked cross-functionally to align scope—clarifying whether this was a content overhaul or a visual refresh while ensuring legal compliance and business goals were met.

Researching Cross-Selling Insights

I analyzed how leading B2B platforms drive cross-selling, applying key strategies to enhance our recommendation model. These insights informed how we seamlessly integrated vehicle recommendations, ensuring relevance without disrupting transactions.

Designing the Payment Confirmation Screen

With the research complete, I explored layout variations to enhance clarity and usability. Wireframes helped define the best structure for key details while integrating vehicle recommendations without disrupting the flow.

Wireframes helped define key information hierarchy. Once validated, I translated them into high-fidelity designs using AFC’s UI components for consistency.

Testing the Live Designs

After deploying the updated design to a test group, I analyzed pilot test data to evaluate engagement and usability. Stakeholders raised concerns about layout effectiveness and the results guided discussions on potential refinements.

Pilot Test Results Over 1 Month

Across 709 dealerships, here are the most used resolutions

Desktop Leads Conversions: 93% of dealers transacted on desktop, reinforcing it as the priority platform.

Mobile Usability Issue: Dealers found scroll-based carousels intrusive. Future iterations should explore less disruptive engagement methods.

Evaluating dealer
engagement over 1st pilot

Low engagement rates indicated friction in the signup process, reinforcing the need for a more seamless experience.

Evaluating dealer reactions
over 1st pilot

With 52% positive feedback, sentiment was largely neutral or favorable. Negative responses highlighted concerns with layout usability.

Balancing Business Needs & User Experience

Testing confirmed the design's usability, but the business expected higher conversion rates. A key point of contention was the carousel placement—stakeholders pushed for a more prominent position, while I identified potential UX risks with an intrusive layout.

To balance business goals with user needs, I led a structured design iteration—collaborating with the creative team to evaluate alternative placements that preserved engagement without disrupting usability. The final design satisfied stakeholders while maintaining a seamless payment confirmation experience, proving that conversion goals and UX can coexist.

Revised designs using a more streamlined card formation, and additional conversion opportunities

Final Results: Validating the Design & Driving Engagement

The pilot study confirmed the effectiveness of the redesign, with higher click-through rates, increased signups, and positive sentiment from users. However, feedback also highlighted friction in the signup process and concerns around mobile usability, informing future improvements.

Pilot Test Results Over 3 Months

Across 2345 dealerships, here are the dealer usage patterns

Desktop Dominates Transactions: 90% of users completed transactions on desktop, reinforcing its importance as the primary design focus.

Minimal Mobile Usage (7%): While adoption remains low, non-scroll alternatives received positive feedback, suggesting opportunities for future mobile optimizations.

Evaluating dealer
engagement over 2nd pilot

Increased Click-Through Rates (21%): More users engaged with recommendations, signaling improved visibility.

Signup Drop-Off (6.3%): While more users clicked, friction in the signup process led to fewer conversions—indicating the need for further streamlining.

Evaluating dealer reactions
over 2nd pilot

60% Positive Sentiment: Majority of dealers found the new design intuitive, with improved discoverability of inventory recommendations.

7% Negative Sentiment: Some users found layout changes intrusive, highlighting the need for more adaptable user controls for a smoother experience.

Impact

The redesigned experience improved engagement and visibility, ensuring business objectives aligned with user behavior. By applying an iterative, research-driven approach, I helped refine recommendation placement within the payment confirmation screen, balancing conversion goals with usability. These insights directly informed future design iterations, positioning the product for continued growth.

Reviews

How’s your experience with the new updated interface and experience?

“The new recommendation feature feels intuitive. It adds value without disrupting the experience, and we’re already seeing better engagement numbers.”

“I wasn’t sure about the recommendations at first, but they actually surfaced some interesting options I wouldn’t have found otherwise. It’s a smart addition.”

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