Services Contact

Turning a five-tab scramble into one connected pipeline.

Client

Enterprise Client — Seller Experience

My Role

Design & Research Lead

Collaborators

1 PM, Engineering

Tools

Claude (design & prototyping), FigJam

Seller Inventory Console — pipeline overview

Directive

This is a B2B wholesale marketplace — sellers are dealerships and dealer groups moving inventory, not individual consumers. They had no single place to answer "where is this vehicle right now." Inspection status, pricing, launch scheduling, and live tracking each lived in a separate view — and support was fielding a steady stream of status-check questions that a well-designed pipeline should be able to answer on its own.

As design and research lead, I ran the discovery interviews, then owned the concept through final screens — including the status system and pricing-trust patterns reused across the stages where pricing carries the most weight. AI was part of the process from day one: synthesizing interview notes, wireframing early concepts, and stress-testing ideas fast enough to cover more ground than a solo design cycle usually allows. The moments below are direct responses to what sellers told us.

Discovery

I ran discovery interviews with independent, non-franchise dealers — sellers who manage their own inventory without a franchise back office to lean on. Each session walked through their actual routine: checking on a vehicle, deciding when to price it, and figuring out if it had sold.

Sellers didn't distrust the platform outright — they didn't have enough visibility into it to trust it by default. The pattern was consistent across almost everyone we talked to.

92% Inspection. learned an inspection was complete by word of mouth — no digital notification existed.
97% Ready to Launch. cross-checked the estimate against MMR, Automake, or Galves before trusting it.
95% Scheduled. had no visibility into real bid or view interest on a scheduled vehicle, or a way to edit it.
96% Live Alerts. had to search the pipeline to find out what needed action right now.

"If I don't know why the number is what it is, I'm not going to trust it enough to launch on it."

Independent dealer, discovery participant

Synthesis & Priority

Every finding pointed back to one theme: trust. I used AI to synthesize raw interview notes into the report itself, clustering findings by category and frequency. Four categories carried the strongest signal; Live Marketplace & Sales is next.

5
Inspection
"No self-serve re-inspection — expired reports can block a relisting for weeks."
5
Ready to Launch
Sellers cross-check the estimate against MMR, Automake, and Galves.
4
Scheduled
No visibility into real bid or view interest on a scheduled vehicle, or a way to edit it.
3
Live Alerts
Sellers had to search the pipeline to find out what needed action.
Next
Live Marketplace & Sales
Bid and view trust — not yet addressed.

Synthesized with AI

Framing and Concept Testing

I used AI to wireframe an early concept that hid the reasoning behind a single tooltip. It didn't work — sellers skipped right past it and still didn't trust the number. The final version surfaces both signals directly, no click required.

i

Tested — reasoning hidden behind a tooltip

Final pricing card with estimate and market-signal trust rows

Final — signals surfaced directly

Tested vs. final, side by side

Final Design

The final design.

Four screens that moved the most meaningful needles — each mapped to a theme research surfaced.

01 Inspection

Sellers learned an inspection was complete by word of mouth — there was no digital notification. In the new design, they see the moment a VCI is assigned, message them directly, and attach documents like service records right from the chat — no phone call required.

Inspection card with a chat panel showing an assigned inspector, a direct message, and an attached service record
02 Ready to Launch

Sellers cross-checked the estimate against MMR, Automake, or Galves before trusting it. In the new design, every estimate comes with the comps behind it and a live read on where the market's moving, so sellers get that same confidence without leaving the flow.

Vehicle card showing estimate with comps and live market-signal rows
03 Scheduled

Sellers had no visibility into real bid or view interest on a scheduled vehicle, or a way to edit it. In the new design, the card shows live bid and view counts as they happen, with edits made right there — no separate tool, no waiting on a report.

Scheduled vehicle card with reserve price and buyer-activity stats
0 Proxy bids
0 Views
04 Live Alerts

Sellers had to search the pipeline to find out what needed action right now. A strip above the pipeline surfaces it automatically instead — an expired report, pricing ready to review — each item linking straight into the right stage and filter.

Attention strip surfacing an expired report, an expiring report, and received GSale pricing, sitting directly above the pipeline tabs