Principal Product Designer
Product design and brand refresh for American Car Center
Client
American Car Center is an automotive dealership that specializes in providing high-quality, pre-owned vehicles to a wide range of customers, including those with less-than-perfect credit.
Team
Matthew Whiting — Principal Product Designer
Sean Bossardet — Designer
Tatiana Pupko — Designer
Kody Chamberlain — Logo Designer
Ozzie Thoreson — Logo Designer
Contribution
As Principal Product Designer, I led the project from inception through completion, oversaw a team of 4 designers and served as the main point of contact for client interactions, workshops and presentations.
Brief
In order to provide a more cohesive and intuitive experience across all touchpoints of the customer journey ACC tasked our team with improving the customer experience in three key areas:
Brand and Aesthetics: Revamp the brand, logo and visual design to better align with customer needs, preferences and sentiment.
Customer Journey Optimization: Analyze, document and design both the current and ideal purchase journeys. Design a product that addresses the insights from UX research.
Omni-Channel Experience: Enhance the subprime automotive leasing process by creating a seamless, omni-channel purchase flow that transitions smoothly between ACC’s online platform and physical dealerships, tailored to the customer's preferences and needs.
Outcomes
“The new website plays a crucial role in acquiring and retaining leads. We have several forms that we track, and our data shows that we see roughly 1000 leads per day.”
VP of Application Development
— ACC
Clutch Review
“DePalma Studios’ secret for their great designs was Matthew. It was great working with him because he was very creative and communicative. For example, he made design decisions based on our conversations, and he then walked us through those decisions, explaining in detail the reasoning and benefits behind them.
Other companies are very creative, but they can't provide the logic behind their creative decisions. However, DePalma Studios was very logical and creative at the same time, which was a unique trait.”
VP of Application Development
— ACC
Clutch Review
