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Hendrick Auto Exploration

Duration: 2017 – 2018

Goal:
Hendrick Automotive was losing market share to online retailers (e.g. Carmax, Carvana). My team and I were tasked with exploring the possibilities and potential requirements of creating a data driven, online shopping experience targeting millennial consumers. The solution would need to include an online checkout flow for purchasing a new vehicle as well as more streamlined and tailored customer experiences.

Solution: 
This project involved a digital rebrand, analytical deep dive, and consultation with the dealerships. We investigated how existing customer journeys could be modernized for the savvy online consumer. We focused on maintaining an omni-channel marketing plan that shifted more towards online/digital traffic as its starting point rather than in dealer showrooms. Red Ventures ended up not pursuing this partnership, but I provided dozens of mockups, high fidelity designs, creative strategies, and 3rd party API solutions to show Hendrick the strategy we proposed.