An Improved Online Brand Experience for ADESA Canada

ADESA Canada is a marketplace for commercial OEMs and dealers to buy and sell used vehicles. 
With a recent shift to a fully online experience, the brand required stronger UX to better support current and prospective dealer customers. View the site.

The ADESA brand marketing site had a poor user experience that did not use digital design best practices or support sales and customer service team goals. The former site lacked engagement and was developed within a single product team siloh that did not incorporate customers and primary company stakeholder goals into the implementation strategy.

To utilize internal and external user research to identify opportunities to improve the current customer journey and clearly differentiate ADESA’s marketplace offering from its primary competitors.

We enlisted key contributors to facilitate collaboration across the company, from executive leadership to product managers and sales to ensure enterprise goal alignment. We also collected feedback from key customer-facing teams in the prototyping and early development stages to capture potential challenges and content gaps along the way.

Through this process we were able to clearly identify the ideal customer journey along with the desired functionality that was missing from the original brand site.

ADESA CA Website Images

A site redesign informed by user research that focuses on serving the needs of existing and prospective ADESA customers with an improved user experience.

  • The site architecture now provides better access to the most frequently visited pages.
  • It serves as a more effective lead generation tool (100 demos in the first two months after release).
  • There’s a new feature/tool built for buyers to search by auto consignors to locate the closest desired inventory.
  • And the modernized UX/UI delivers an impactful and simple design that clearly showcases the ADESA marketplace benefits.
Customer Map
Site Architecture
Customer Research
Project Management
Brand Audit

My Role

Brand Strategy
Content Editing
Creative Direction
Customer Research
Project Management
Tech Lead
UI/UX Design
User Journeys
Visual Design

All work displayed is confidential and the asset's copyright belongs to the featured brand. The project and all accompanying deliverables were developed while employed by KAR Global.