Senior Director of Design

Problem Statement

KPI conversion metric was down due to users having issues navigating the app to find the car they wanted.


With over 30,000 cars on the app, it became apparent through quantitative and qualitative data, that users were struggling to find their desired car. To solve this issue, I closely analyzed the data with Business Intelligence and Data Science to understand where the fall off occurred and further surveys and interviews allowed us to uncover why it was happening.

I then worked with the data science team to create a personalization algorithm that would assist in recommending certain cars to users, allowing us to curate options for them based on their engagement and search patterns. This began the start of a personalized marketplace.


Project Objectives


Use personalization to increase conversion.


Create avenues for 3 different shoppers (price driven, uncertain shopper, certain shopper).


Leverage technology to eliminate the headache of browsing for a car. Let the app start doing more of the work for the user. 


Increase engagement and favoriting in app.

By The Numbers




Fair customer interviews & surveys. 


User Journey Map measuring user's emotional satisfaction rating from start to return.


Qualitative and Quantitative Data to inform design decisions for users and the business.


Informational Architecture for various start and endpoints in the user journey.


Target Area

What is most important to a user when shopping for a vehicle?


Target Area

How do users shop for a vehicle on Fair?


Target Area

What roadblocks do user's encounter while shopping?

User's Appeal 


Fair adapts to your lifestyle and the changes that come with it. Designed an experience that is non-linear. 

Let Us Do The Work For You

Not having to scroll through endless amounts of cars. Users could now check the marketplace to see new recommendations without any work. They could sort by price, style, color, etc. 

Ease of Process

Being able to shop from any location. This approach modernizes the car shopping experience. Also eliminates the endless hours at a dealership or DMV to collect the registration. The app takes care of it all.

Marketplace to Vehicle Details 

Improved the UX by making it easier to access vehicles that are important to the user by creating a hierarchy in the display. Used interaction design to call out information on the Vehicle Details.

Marketplace to Recommendations

Working closely with engineers, I created a transition system that could be used across the app.  

Marketplace to Brands

Improved UX lists across the app. Eliminated information that proved unimportant to the user like unavailable brands. Discovered user's top brands through interactions, searches, and favorites and personalized the module accordingly.  

Marketplace to Listings 

This transition example gave users context in navigating the app. The transitions were used in the marketplace and across the app.

Learnings & Findings

A great deal of progress, and business growth, resulted from personalizing Fair for each user. Personalization of a business is critical in today’s market and the abilities to do so can always improve and expand. The marketplace created the necessary foundation for future personalizations and enhancements. Next up is an email campaign providing recommendations along with saved search history. A survey at onboarding will also assist with the cold start. Overall, while there is a profile created by you, it doesn’t mean that profile is you.