Model Builder Redesign
Project
Tool Redesign
Role
UX/UI Lead
Year
2025
Research
Old builderPartnered with the data science team to analyze user behavior in the current experience. Data showed 22% of users engaged with special offers and 20% interacted with the inventory component in the build summary.
Conducted a competitor analysis across 14 mass market auto brands. Found that 11 out of 14 include monthly payment estimates, while only 3 out of 14 include live inventory counts.
Conducted a full heuristics evaluation to assess the current tool's usability against established design principles, identifying key areas for improvement.
Interviewed 9 users. Key takeaways: 8 out of 9 cited real inventory availability as a concern while building a model, and 7 out of 9 desired more transparent pricing during the process.
Old builderKey Findings
Build and Inventory Disconnect
Shoppers want a way to understand how their build selections are affecting the available matching inventory.
Missing Personalized Pricing
Shoppers are struggling to understand the monthly payments associated with their build.
Lack of Vehicle Details & Info
Shoppers are looking for more selector details to assess value and justify price adjustments
Build and Inventory Disconnect
Shoppers want a way to understand how their build selections are affecting the available matching inventory.
Missing Personalized Pricing
Shoppers are struggling to understand the monthly payments associated with their build.
Lack of Vehicle Details & Info
Shoppers are looking for more selector details to assess value and justify price adjustments
Design & Testing
Wireframes
Three unique build layout wireframes were created. Each option was inclusive of a visualizer, selector section, and persistent payment/inventory elements.
Rapid Prototypes
All three options were prototyped in order to test early in the design phase.
Testing
Prototypes were tested with 8 users via moderated usability sessions to gather insights and validate design decisions.
Insights & Adjustments
Flexible Building
Testers preferred the option that allowed them to alter any part of their build at any time without being locked into a linear flow.
Pricing & Inventory Clarity
Testers demonstrated a noticeably improved understanding of how their build selections impacted both pricing and available inventory.
Compare Feature
Testers expressed a strong desire for a compare feature to be integrated directly into the experience.
Final Product
Fluid Navigation
Users can navigate between build sections via tab selection or scrolling — giving them full flexibility to explore at their own pace.
Trim Selector
The trim selector surfaces feature highlights and lets users compare across trims — ensuring they have the info needed to make a confident selection.
Color Picker
Users select both exterior and interior colors in one place. Pricing is displayed alongside each option so there are no surprises later in the build.
Drivetrain Options
Drivetrain selection was simplified with transparent pricing and key performance specs — helping users understand exactly what each option offers.
Add-ons
Users choose packages, options, and accessories to personalize their build. Brand programs included with the model purchase are also surfaced here.
Summary
Users can review all build selections in one place, make edits, see a full price breakdown, view available offers, and request a quote from a dealer.
Dynamic Pricing & Inventory
Pricing and monthly estimates update in real time as users build. The primary CTA shows how many matching vehicles are available in their area.
Visualizer
Users have access to exterior and interior 360-degree views along with additional static images to explore every angle of their build.
Impact
model builder out of 18 automotive brands (previously ranked 10th)
JD Power MWES - Winter 2025
increase in click through rate to inventory page vs previous experience
Hyundai DS Report 2025
increase in user interaction with payment calculator compared to site prior to launch
Hyundai DS Report 2025
performance rating versus builder industry average (amongst 18 other automotive brands)
JD Power MWES - Winter 2025
