Automotive Subscriptions
Summary
I led the product design and iteration from start to launch.
Responsibilities
Leading Product Design
Design Systems
Information Architecture
Design Thinking
User Testing
Research
Where to start?
I joined AutoNation Mobility as the founding designer in early 2022. At the time, the team consisted of just 10 people, and we were all eager to bring something new to the world of automotive. We had no designs yet—just a shared vision and a drive to create something impactful. With the focus on launching the 0-1 product, everything was about building from the ground up. As the Lead Product Designer, I found myself not only defining the design direction but also shaping the user experience and crafting the product that would serve as the cornerstone for AutoNation Mobility's future.
What were we trying to solve?
Bridging the Gap Between Renting and Leasing
What do you do when you need a vehicle for longer than four weeks but shorter than three years? Renting quickly becomes too expensive, and traditional leases require long-term commitments. AutoNation Mobility was designed to fill that gap, offering a flexible, subscription-based solution tailored to meet the needs of modern drivers.
How did we approach the problem?
We started with a design sprint
Which resulted in...
A Rough Journey Map
We focused on solving top of funnel down. Getting people into the checkout, and then we could start by manually running credit checks, etc. (just as a regular dealership does).
Additionally
We also came out of the design sprint with a plan to test the home page, some quiz functionality that we thought we might include and some ways to get people into shopping (we later called these playlists and eventually categories).
Plus
A plan to build a prototype and talk to actual users! Which will lead to our first key-findings.
Home Page Design v1
Quiz
Search Results/Catalog
Vehicle Details Page
