GWM
Building an Online Dealership
On the largest marketplace in Latin America, Mercado Livre, GWM had multiple pages dedicated to it’s car models. The challenge, therefore, was to create a unified environment that showcased all models and highlighted the brand’s benefits in one place. Additionally, it was essential to provide online users with an experience as engaging and comprehensive as a visit to a dealership.
My Role
Product Designer — Interaction Design, Visual Design, User Flows, Rapid Prototyping Graphic assets. Project Manager — Organizing tasks and managing deadlines across teams.
Deliverables
Component Libraries High Fidelity Designs Design review after development
Team
2 Designers 1 Project Manager 2 Developers
Tools
Figma Photoshop Illustrator
Considering that we are working with a modern electric car brand with a high entry cost for Brazilian standards, we opted for a dark background on the page, highlighting the elements in the brand's characteristic blue. Since this is an e-commerce platform, where conditions, prices, and promotions change frequently, we also focused on organizing the sections and content clearly and segmenting them into blocks to make things as easy as possible for the development team. To provide the feeling of a real and unified dealership, as requested, we implemented navigation by car model in the side menu and a top menu on each page, allowing navigation between the information sections for each model. This way, we create a unique and intuitive experience with a standardized UI across pages, reinforcing the sensation of viewing multiple models together, just like in a physical store.
Another aspect we paid close attention to was the purchase form. In collaboration with the commercial and legal teams, we established several rules regarding how and when the fields should be displayed. Thus, we adjusted the form in the best possible way, dividing it into steps to make it more dynamic for the user. Some time after launching the page, with the help of the data analytics team, we analyzed the results in relation to sales conversion. Pre-lead – Increase of 45.9% (Completed only a few steps of the form). Leads – Increase of 45.8% (Completed the form). Orders – Increase of 32% (Generated a vehicle order). Approved – Increase of 39% (Orders confirmed after payment). Canceled – Decrease of 30.7% (Cancellations after payment). The data was analyzed from the launch of the new page, comparing it to the previous period.