Summary

Cars.com delivered high-intent leads to dealer sales reps with minimal context: a name, phone number, email, and single target vehicle. Without insight into shopper behavior, reps defaulted to generic outreach and struggled to prioritize follow-ups effectively.

I led the end-to-end design of Shopper Details and its companion feature, Shopper Alerts. The experience surfaces real-time shopper activity: competing dealer contacts, viewed inventory, price points, and re-engagement triggers—directly within the dealer workflow.

Highlights

Sustained Network Adoption: ~30,000 monthly views across ~66% of the dealer network; companion Leads page drives an additional ~12,000 views/mo from ~1,650 unique users.

Workflow-First Architecture: Embedded links directly inside dealer CRMs, bypassing portal login friction and making the portal a high-value destination.

Built by a three-person pod (senior designer, PM, engineer), with research, legal, and dealer partners as surrounding workstreams.