A Breakthrough in B2B Websites
Multiple Brands. One Experience.
A New Unified Standard.
The Challenge
Cox Automotive serves the automotive industry through multiple brands dedicated to revolutionizing the buying, selling, owning, and usage of vehicles. These once-fragmented brands needed to come together to represent a seamlessly integrated, omni-channel set of capabilities instantly identifiable as Cox Automotive brands.
Only 2% Commonality Across Brand Websites
Each brand had a completely different layout, content, and experience.
Inconsistent Website Navigation
Moving from one brand to another, customers couldn’t find what they needed quickly.
Declining Customer Engagement
We weren’t presenting product features and benefits in a way customers could easily understand.
Here's What We Learned
We dove into customer and competitive research, while exploring UX best practices.
Strategy Informed by Analysis
Website audits and competitive analysis inspired design direction.
82% of our customers say our websites are the first place they visit when researching automotive technology
40% of our customers said the information on our product pages was not easy to understand
Building a Foundation
The data and insights provided the basis for our website redesigns, which we prototyped to ensure consistency.
Charting a New Course for our Portfolio of Websites
To address our challenges, we created consistency with a unified experience and look and feel — while maintaining brand integrity — across 5 websites so far:
Simplify navigation to find and access key information quickly
Showcase the product information our customers need
Help people understand the value and benefits of our products
Use the blue bar below to see BEFORE and AFTER screens.
Unified for a Best-in-Class User Experience
We utilized an atomic design framework to redesign our websites, breaking down the designs into small, reusable components. This approach ensured consistent UI elements that meet accessibility standards.
Central Resource Hub
Single source that houses all content for all 5+ websites.
Common Visual Treatment Style
Enables showing product screenshots in a more appealing visual.
Cascading Design System Across Brands
Enabled consistent designs across sites and provided efficient development.
We Delivered for our Customers — and the Impact is Clear
Visitor Engagement Increases:
Overall Increase of 103% in Engagements
(source: Optimizely A/B testing; conversions of visitors to leads)
Lead Generation
100% increase in overall leads
(source: Optimizely A/B testing)
Site Performance
Redesigned sites are 21% faster and more user-friendly
(source: Core Web Vitals comparison, July 2023 vs. Sept 2024).
Team Involvement
50+ team members across
7+ website domains (2 in progress)
Website Commonality
Improved from 2% to 50%, enhancing user experience
Thank You
The Team that Made It Happen:
Cox Automotive - Core Team
Justin Collins
Majid Rasool
Rhace Smith
CariAnn Steward
Lindsay Lauck
Celeste Lindell
Marissa Strominger
Candy Lucey
Robert Dimson
Monica Martinez
Randall Benson
—
Lucas Collis
Tomasz Nowakowski
Joe Collura
Kendall Pavey
Fran Rosetti
Meredith Lipson
Jessica Camp
Sara Butler
Scott Freeland
Debbie Tanner
Kevin Schulte
Lindsay Bohonik
Tim Wadley
Joe Digirolomo
Lynn Panattoni-Gelo
Stephanie Wilkins
Victoria Dematteo
Marguerite Martakis
Valerie Varela
Bailey Barber
Olivia Giamanco
Sam Suessmith
Cody Bass
Cheryl Johannes
EPAM - Design Agency
Anders Villomann
Daniel Nelson
Elam Sanie
Luke LaReau
rtCamp - Website Agency
Gayatri Sharma
Hrithik Dalal
Manish Songirkar
Sanket Chodavadiya
Akanshu Singh
