DeMotores.com Responsive Relaunch
DeMotores.com was the leading online automotive marketplace in Argentina, with over 3 million monthly visitors. I joined the company in 2013 as Design & Front-End Development Coordinator.
In this case study, I will focus on the redesign and relaunch of the DeMotores.com marketplace, as well as the redesign of its iOS and Android native applications.
Year
2014
The challenge
An Awareness Survey conducted in 2013 revealed that DeMotores had the lowest top-of-mind awareness among users who had previously visited the platform, at only 14%.
Based on this insight, and considering that the site’s look and feel had not been updated since 2009, we began a complete redesign of the platform. The short-term milestones included redesigning the Listing, Item Detail, and Home pages, with the latter also introducing a broader layout overhaul.
In my role as Design & Front-End Development Coordinator, I was responsible for defining the vision for the marketplace redesign, which was relaunched on January 15, 2014.
View gallery
Responsive approach
Alongside the redesign, I proposed a responsive approach to bring the marketplace’s critical workflows to mobile devices while also improving front-end performance.
The initiative included a full CSS rewrite and the creation of what we called an “asset server” — a Grails-based service that delivered concatenated and minified assets, allowing us to serve different resources depending on screen width.
The project was approved, and I led it through a successful release on June 4th, 2014. This responsive approach also beat our main competitor, Mercado Libre, to market.
iOS and Android Apps
We identified the need to reinforce the consistent application of the brand guidelines across all channels in order to ensure a uniform and standardized experience that would strengthen DeMotores' brand recognition.
When I joined the company, both mobile apps were functionally and visually modeled after iOS 4. With the upcoming release of iOS 7, I redesigned every interface across both applications, taking into account the unique characteristics of each operating system as well as our own brand guidelines, to create more intuitive experiences for users on each platform.
Significant Achievements
- +30% conversion rate
- +70% increase in engagement (14 screen views per session vs. 8)
- Doubled usage of the Watchlist and social sharing features
