Product Design
Shift VDP Redesign
Shift Technologies built their pre-owned vehicle shopping platform on the promise of a "hassle-free" used car buying experience.
But the VDP (Vehicle Description Page) — the single most important conversion moment in the entire purchase journey — was undermining that promise. Poor information hierarchy, low discoverability, and a lack of pricing transparency were eroding customer confidence exactly where the sale was won or lost.
Full UX process documentation, including research synthesis and design iterations, is available via the case study link below.
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The VDP was Shift's highest-traffic conversion page and its greatest strategic liability. Users arriving with purchase intent couldn't find the information they needed to make confident decisions — complex fulfillment options were unclear, pricing lacked transparency, and the information hierarchy didn't reflect how buyers actually evaluated a vehicle. The result: friction at the exact moment the platform needed to build trust.
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Daryle M. // Lead Designer & Researcher
Sean C. // Director of Product Design
Alec K. // Software Engineer
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Led end-to-end redesign as Lead Designer and Researcher — beginning with a content and visual audit to map the gap between what users needed and what the page delivered. Conducted usability testing and stakeholder interviews to surface the specific decision points where confidence broke down. Developed redesign iterations that reorganized information hierarchy around the buyer's mental model, added pricing transparency, and clarified complex fulfillment options. Synthesized feedback across multiple rounds to arrive at a solution grounded in both user behavior and business goals.
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The redesign addressed the platform's core conversion challenge — delivering clarity and transparency at the highest-stakes moment in the purchase journey. The solution held high-impact potential for customer confidence, purchase completion, and Shift's broader brand promise of a genuinely hassle-free buying experience.
