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Accelerating Custom Page Creation for Dealerships

Project Summary

Scope: UX Research, Wireframing, Prototyping


12 Weeks (from Kick-off to MVP delivery)

Tools: Figma, Miro, Condens

Client Overview

360.Agency provides e-commerce services to car dealerships. They wanted to give clients and employees a faster way to build additional pages outside of the default website layouts.

Goal

Enable non-technical users to create manufacturer-compliant, fully personalized pages in under 3 days.

Role: UX Designer

I led the UX design process end-to-end: conducting research, running user tests, creating wireframes and prototypes, and maintaining a component library aligned with the design system.

Team

Carla Orellana: UX Designer
Martim Sisson: Product Owner
Leonardo Ferreira: Scrum Master
Sebastien Dumont: Front-end Architect

Problem

Building additional pages was slow (1+ week for a single page), inconsistent (no standard process), and costly (heavy involvement of project managers, designers, and integrators). Clients were dissatisfied with both the timeline and the cost.

How might we…

  • Help non-technical users build personalized pages under 3 days

  • Respect manufacturer compliance

  • Reduce the amount of support ticket and back and forth between team players

RESEARCH

To dive deeper into what our users need I began scheduling and leading user interviews. We picked internal employees who were directly involved in the creation of the additional pages, we also contacted some of our current clients who were using different tools to build their own additional pages.

Through out this discovery process I found out that:

  • Internal users → frustrated by lack of standard process, overreliance on integrators, poor tooling, and no documentation.
  • External users → wanted independence, using their own CMS solutions, and valued easy updates.
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Comparative analysis

Then I performed a comparative analysis to understand what tool where already on the market and what are the standards. I compared several tools such as: Elementor, Builder.io, Contentful, Squarespace and Wix.

  • Content creation & publishing (flow, templates, flexibility, SEO, multilingual, mobile).

  • Governance (roles, permissions, documentation).

  • Integration (third-party tools, menu management).

Define the personas

User Personas Builder

Research Findings & Proposed Solutions

A Page Builder that:

  • Includes a library of reusable React modules compatible with all themes

  • Provides a template library for quick starting points

  • Supports full CRUD operations (create, read, update, delete) on pages

  • Offers clear documentation and user guides to onboard non-technical users

  • Enables multi-publishing (publish a single page across multiple sites)

Impact & Results

  • Reduced page creation time from 3–5 days to less than half a day

  • Non-technical users were able to create pages in under two hours

  • Additional pages were retro-compatible across all themes

  • Achieved 80%+ page creation success rate in testing

My Contributions

  • Validated usability gaps through testing: discovered non-technical users struggled with image editing. Proposed and designed an integrated image editing tool (resize, crop, recenter) to reduce dependency on technical staff.

  • Enhanced flexibility of modules: identified demand for adding individual elements (e.g., standalone buttons) within modules, which informed future design iterations.

  • Maintained component library aligned with the design system, ensuring consistency and scalability across different templates.

High Fidelity Prototype

Publication Flow

Page Builder Modules Overview

Next Steps & Recommendations

  • Continue internal and external user validation to refine workflows and confirm ease of use

  • Expand template and module library based on real user needs

  • Explore advanced features such as role-based permissions and analytics to support broader use cases

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