Morrow
Turning vehicle interest into higher-quality leads.
Research · UX strategy · Interaction design Prototyping · Experimentation
CLIENT
Morrow
YEAR
SERVICES
Web design
INDUSTRY
Architecture
Overview
The problem
Design response
Treat the experience as a set of testable hypotheses.
Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.
The goal was to understand which changes actually improved conversion rather than relying on design preference alone.
Key Decisions
Reduce effort without removing useful context
I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.
Test visibility as well as content
Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.
