Challenge
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.

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.

Solution
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.