AMT Auto - Website
As Lead Product Designer at AMT Auto, I led a major redesign of our digital experience - one that began with a simple question: how can we make this easier for people? Our old systems were fragmented. Customers looking to lease, rent, buy, or subscribe to a car had to navigate five different websites, each with its own design, quirks and complexities. This often meant confusion, dead ends, and a sense of friction that didn’t align with the premium yet approachable brand we aimed to be. To truly understand what people were struggling with, I used multiple methods methods - user mapping, stakeholder interviews, discovery sessions, and analytics. These revealed a few consistent pain points: journeys felt disconnected, our configurators were too technical, and search simply didn’t help people find what they needed. The experience wasn’t just inefficient and felt impersonal. I saw an opportunity to redesign the platform around real user intent. That meant mapping out journeys based on what people actually wanted to do - not just what the business wanted to show them. I restructured search configurator to support these goals, making the paths to leasing, buying, renting, or subscribing clearer and more natural. The hardest part was unifying those five standalone websites. Each had its own purpose, its own content, and users who depended on specific features. Rather than flatten everything into a one-size-fits-all experience, I carefully audited each site, identified what truly mattered, and built a shared platform that respected those differences while tying them together with consistent design and structure. Throughout the process, I kept stakehodlers close—testing iteratively, listening to their feedback, and making sure our solutions felt not just functional, but intuitive and respectful of their time and needs. In the end, we didn’t just redesign a website - we rebuilt the way AMT Auto shows up for its customers online. The result was a smoother, smarter, and more human experience that set a new foundation for scalable digital growth.
