Kelley Blue Book
Kelley Blue Book, a trusted resource for car valuations, aimed to modernize its website to better serve its diverse user base, including car buyers, sellers, and industry professionals. The primary challenge was creating an intuitive, visually appealing platform that streamlined access to KBB’s tools and data while improving the overall user experience across devices.
Date
2019
Role
Lead UX Designer
The Research
User Behavior:
Car buyers and sellers often felt overwhelmed by the volume of information and struggled to locate valuation tools and comparison features quickly.
User Needs:
Users sought a fast, efficient way to determine vehicle values, explore car listings, and compare options. They also valued transparency and visual clarity.
Competitor Analysis:
Competitor sites were visually modern but lacked depth in valuation tools. This presented an opportunity for KBB to combine robust functionality with a clean, modern aesthetic to reinforce its authority.
The Solution
The redesigned website featured a clean, user-focused interface with intuitive navigation, enhanced valuation tools, and optimized search functionality. The design maintained KBB’s authority while incorporating a modern aesthetic to appeal to a younger audience.
0.0
increase in engagement
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growth in mobile traffic
Ideation
Initial concepts prioritized a modular homepage design with quick access to KBB’s signature tools, such as “What’s My Car Worth?” and price comparison features. Sketches included simplified navigation bars, a prominent search function, and visually engaging car imagery to connect with users emotionally.
Key user flows included valuing a car, comparing listings, and finding a nearby dealer. These flows were designed to reduce the required clicks and ensure users could easily complete their primary tasks.
Testing & Iteration
Usability tests revealed that users appreciated the updated visuals but found the valuation process slightly confusing due to inconsistent terminology. We simplified the language and added step-by-step progress indicators to the valuation flow to address this. Additional enhancements included improving mobile responsiveness and refining search filtering options for better usability.
The Design System is the single source of truth with rules, constraints, and principles. It helps teams connect every aspect of the product.
Reflection
This project highlighted the importance of aligning user expectations with brand identity. Simplifying complex tools while maintaining depth and reliability required close collaboration with stakeholders and iterative testing. The biggest challenge was balancing the needs of different user groups, but the result was a scalable platform that reinforced KBB’s leadership in the automotive industry.