The relaunched dealer application, live January 2026.
Cutting the clutter from the dealer application flow to lift large-franchise submissions by roughly 10%.
Role
Principal Designer
& Research Lead
Timeline
18 months
Apr ’25 – Jan ’26
Scope
Vision, Research,
Design System
Team
Supported 5 PMs,
partnered with Eng
The relaunched dealer application, live January 2026.
The Challenge
Every product team had shipped against its own roadmap. The result was a dealer application thick with fields, redundant steps, and decision points that stalled users mid-flow — friction felt most acutely by the large franchise groups whose volume mattered most to the business.
The platform worked, but it asked too much. My job was to understand where it lost people, and to rebuild the experience around how dealers actually work.
Before
After
Before
After
The Approach
For eighteen months I supported five product managers shipping incremental improvements, while independently rethinking the flow end to end. The redesign was grounded in a series of interviews conducted directly with dealerships — listening to how their staff moved through an application, where they hesitated, and what they ignored.
In parallel I established the design library and partnered with engineering to build the design system that would carry the new look and feel into production — so the vision could scale beyond a single flow.
Synthesis from the dealership interviews shaped the redesigned flow.
The platform didn’t need more features. It needed the confidence to remove everything that wasn’t helping the dealer finish.
The Impact
Early concepts were shared on stage in April 2025 with an audience of more than a thousand employees, then iterated toward a relaunch that shipped in January 2026. The streamlined flow lifted submissions from large franchise dealers by roughly 10% — clarity paying off exactly where it counted.
Beyond the metric, the work left the organization with a design system and a shared vocabulary for what a considered, dealer-first experience should feel like.
“I love the new experience — it’s easy and similar to how I already work with other lenders in RouteOne.”
“This new experience is going to make it easier to close more deals.”
“We love this new tool and the new products are a fantastic addition.”
