Car buying service redesign

The challenge

The dealer referral form was structured around the system's needs, not the member's. Three numbered steps front-loaded vehicle selection before explaining what the member would get. Membership validation sat in the middle of the flow as a hard gate. Dense terms and conditions ran below the form with no answers to the questions members actually had.

The solution

Rebuilt the page around the member's decision, not the form's sequence.

The headline was rewritten to lead with the benefit: member pricing at a recommended dealership. "How it works" moved up beside a supporting image and expanded into a plain-language five-step summary.

The rigid Step 1/2/3 structure was replaced with two clearly labeled sections: vehicle details and contact information. Membership verification became a persistent inline banner instead of a blocking wall mid-form.

Below the form, new content did work the original page left undone: a benefits section with tabs for new and used car purchases, and an FAQ addressing the six questions members most often asked before submitting.

Conclusion

Referrals rose 66.43% without any change to the underlying offer or dealer network. The gain came from restructuring the page around member confidence: explaining the value before asking for information, removing the mid-form gate, and answering objections on the page.

My contribution

Reframed the page from a multi-step form into a value-first flow, leading with what the member receives before requesting vehicle or contact details. Restructured the information architecture from three system-oriented steps into two member-oriented sections.

Redesigned membership verification from a blocking mid-form gate into a persistent, non-blocking banner. Identified the most common pre-submission objections and designed the benefits and FAQ sections to resolve them on-page.