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Growth
I started a dealership bidding war
Growth
Helping car owners sell with confidence while giving dealerships stronger leads
I led design for Carfax’s new Sell My Car tool, creating a faster, more transparent flow for sellers. Within the first few weeks, the pilot connected 500+ owners with dealerships and expanded partnerships by 18%.
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My Role
Competitive Analysis
Research & Testing
Content Strategy
Information Architecture
Wireframes
Visual Design
Prototyping
Documentation
Tools
Sketch
InVision
Optimal Workshop
Usertesting.com
Designed For
Responsive Web
The Team
Lead Product Designer (me)
Product Managers  (1)
Engineers (3)
Challenge
Selling a car can be overwhelming. Owners face too many steps and unclear value, while dealerships often waste time on unqualified leads.

Our goal was to simplify the process for owners and give dealerships stronger, CARFAX-backed leads. I partnered with one PM and three engineers, running interviews, workshops, and 10 rounds of usability testing to shape the pilot.
Approach
Research
Interviewed car owners and dealerships to pinpoint pain points in existing programs. Competitor flows averaged 7 minutes and up to 10 steps, often with inaccurate data.


‍Leveraging data
‍Used CARFAX’s vehicle history database to auto-fill needed values to reduce effort and errors.


‍Testing
‍Ran 10 usability studies to refine the flow, discovering that features like photo uploads added user stress.

‍Iteration
‍Reduced the entire experience to 5 steps, averaging 2 minutes, and surfaced trusted value upfront to motivate sellers to continue.
Final Designs
A faster, clearer experience that scaled across devices.
  • Responsive web flow optimized for desktop, tablet, and mobile.
  • Dynamic adjustments to reduce steps when VIN or contact info was already provided.
  • New components (stepper, slider, list element) added to the Carfax design system.
  • Upsell graphics integrated across Carfax to promote the new service.
Outcomes
Shortest flow in the market
‍Reduced the process from 8–10 steps to just 5 by auto-filling mileage, trim, and history data already available to CARFAX.

‍Higher quality leads
‍Each lead included CARFAX history and a trusted value certificate, saving dealerships time and improving close rates.

‍Adoption and business growth
‍Within weeks, the pilot connected 500+ sellers with dealerships and expanded CARFAX’s paid dealer network by 18%, deepening relationships with partners and creating a scalable new service model.
Next Steps
While the pilot proved the concept, some pages showed higher drop-off than expected. I explored those points and designed an alternate matchmaker-style approach, reimagining the content strategy and introducing a refreshed visual style that aligned with the Carfax design system.

The concepts tested extremely well, leadership loved the direction, and the designs are ready to move forward when resources allow. ✨
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© 2025 Priya Bellissimo
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