Mandovi Motors is one of the most trusted Maruti Suzuki car dealerships in India, but their website didn't quite reflect the brand's reputation. The design was outdated, the flows were complex, and the mobile experience lacked finesse. Customers, like the Wise Wanderer who values simplicity or the Urban Juggler with a packed schedule, found themselves frustrated.

There was no unified way for users to explore inventory, book services, or understand the dealership's story. And for a brand that prides itself on customer-first service, this gap couldn’t be ignored any longer.

"Create a digital experience that feels as reliable as Maruti Suzuki cars themselves bridge the gap from the dealership to their doorstep"

As the lead product designer I took on the challenge of redesigning the help with the help of client, their HR team, target audience, and developers, to bring Mandovi's services closer to their customers. Also collaborated with another product designer (<a href="https://www.linkedin.com/in/subham-saurabh-b23378128/">Subham</a>) on this project.

The objective of the dealership website is to build a presence and showcase products and services for users to take action

There is no visual consistency throughout and it lacks a clear visual hierarchy. The visual experience doesn’t bring out the brand values.

The build flow lacks clarity and needs a better user journey. The current booking process requires a form and needs a checkout flow instead.

✅&nbsp;Redefine the Website’s Look &amp; Feel: Make it visually appealing and modern while staying true to Mandovi’s brand.

✅&nbsp;Enhance Usability: Create intuitive flows for users to perform actions easily, like scheduling test drives or checking out cars.

✅&nbsp;Showcase Products &amp; Services: Ensure users can see the dealership’s unique offerings front and center.

✅&nbsp;Prioritize Mobile First: Build a seamless experience for smaller screens, ensuring accessibility for a growing mobile audience.

We streamlined service pages with concise layouts and interactive elements, allowing users to explore vehicles, offers, and services easily for informed decision-making.

Mobile First Seamless Navigation &amp; Quick Actions 📲

Redesigned layouts to ensure an easily accessible mobile web experience.&nbsp;Prominent Call-to-Actions to book a test drive, explore inventory, or get financing options upfront.

Storytelling Through Design Highlighted Mandovi’s history and values to build trust.

Streamlined Build and Booking Flows&nbsp;✅

Introduced a step-by-step guided build flow to customize cars with real-time pricing and seamlessly to checkout flow.&nbsp; Booking test drives became a 3-step process, cutting down decision-making time by 40%.&nbsp;

To understand the core users and whom I should solve for, I took a benchmark for the categorization of potential customers, and here’s what I found in

There is an increased preference amongst millennials and Gen Z buyers for used cars. Younger buyers, who account for 80% of the buyers base in India, are helping feed the growing field of app- and web-based channels.

“After an unprecedented year that saw record e-commerce adoption across the board, online car buying has proved to be one of the hottest trends of the year. The frequency of an individual upgrading his/her car through a complete end-to-end online platform has substantially increased, as nearly 40% of the respondents said they will prefer to buy their next car online,” 

-&nbsp;<a href="https://www.businessworld.in/article/80-of-used-car-buyers-are-millennials-gen-z-who-prefer-transacting-online-report-413736#:~:text=The%20frequency%20of%20an%20individual,buy%20their%20next%20car%20online.">Business Today</a>&nbsp;

"They expect to both transact online and negotiate with a real person, and they still need to take a test drive"

- <a href="https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/electric-vehicle-buyers-demand-new-experiences">McKinsey</a>

Before starting the design process, we conducted a series of interviews with different stakeholders to take all different perspectives and factors into consideration. These are the user persona's that concluded at&nbsp;&nbsp;

The Wise Wanderers&nbsp; - Retired individuals&nbsp;looking for simple, hassle-free processes

“When I need to service my car, I want to schedule it online with ease, so I can maintain my vehicle without confusion.”

The Urban Juggler -&nbsp;Busy professionals balancing work and family life.

“I need a quick and efficient process for booking test drives. I just don’t have time for anything complicated.”

The Tech-Savvy Go-Getter - Young professionals who prefer end-to-end online experiences.

“I want to customize, compare, and book my car online without stepping into the dealership.”

3. Major Criteria for Decision-Making for Visitors&nbsp;

📊 Price and Financing Options - Clear visibility into costs, offers and payment plans. Visitors compare prices with competitors and evaluate their financing options available&nbsp;

💰 Buying/Exploring Experience - A seamless and enjoyable browsing and buying experience can significantly influence

👔 Reputation and After-Sales Service - Brand presence and offerings should be felt to well with easy access their services and their Visitors consider the long-term reliability of the vehicle and the quality of support they will receive post-purchase.&nbsp;strong after-sales support were must-haves.

Our methodology revolved around three key principles:

We created an Empathy Map 2.0 to ensure we captured users’ goals, emotions, and frustrations.

Using insights from the Jobs-to-Be-Done Framework, we defined what success looked like for our users:

We started with sketches, built low-fidelity prototypes, and conducted usability testing. Users tested two variations of the redesign, helping us finalize the most intuitive version.

I went ahead and collected screenshots of several apps to observe how they show content screens and the common patterns.

Refining the UX Structure: Insights from Card Sorting

After analyzing the card sorting session, we now have clear insights into how users expect to navigate the website. Here’s the final decision on the website structure and UX design:

1️⃣ Primary Navigation Structure (Top Menu)

🔹 Buy a Car – New &amp; used car listings, compare models, financing options.

🔹 Services – Schedule service, insurance, spare parts, warranties.

🔹 Offers &amp; Financing – EMI calculators, exchange programs, special discounts.

🔹 Customer Support – FAQs, live chat, dealership contact details.

🔹 About Us – Dealership story, customer testimonials, team.

2️⃣ Homepage Prioritization (Key Sections on Landing Page)

🔹 Instant Actions – "Book a Test Drive" &amp; "Explore Inventory" as primary CTAs.

🔹 Latest Offers – Rotating banner for discounts &amp; special financing deals.

🔹 Popular Cars – Highlight trending models based on customer interest.

🔹 Service &amp; Support – Easy appointment scheduling for existing customers.

🔹 Customer Reviews – Building trust through testimonials &amp; ratings.

3️⃣ Mobile-First Approach (Maximum Traffic)

🔹 Sticky Navigation Bar – Quick access to Cars, Services, Offers, and Support.

🔹 One-Tap Booking – Simple test drive &amp; service booking flow.

🔹 Optimized Search – Users can search cars, offers, or dealerships easily.

 Updated the landing page to help users quickly find what they’re looking for. 

Crafting a visual experience for the brand for the new generation of buyers who prefer online-based solutions.

Redesigning Dealership Website

The Backstory: A Website That Didn't Reflect Its True Potential

Atidiv is a data-driven technology company that provides scalable solutions to optimize business operations through advanced analytics and automation. But for a company that thrives on efficiency, their website was telling a very different story. 

As a potential client visiting the site, you’d land on a page filled with jargon-heavy content, struggle to find clear information about services, and ultimately leave without a strong sense of what Atidiv actually does.

Atidiv’s website had become a bottleneck rather than an asset—confusing visitors, failing to establish credibility, and losing engagement at crucial touchpoints.

I served as a product designer for this project. Collaborating closely with a lead designer Rohan and product manager Prachi, worked to address the key challenges and deliver a cohesive and compelling online presence for Atidiv.

🔹 Unclear and Cluttered Content - Service descriptions were vague, loaded with technical jargon, and lacked a clear value proposition. Visitors left without truly understanding Atidiv’s strengths.

🔹 Limited Pages, Limited Storytelling -&nbsp;Key information about services and case studies was buried, leaving visitors struggling to grasp how Atidiv could actually help them.

🔹 Poorly Placed CTAs – The most critical call-to-action buttons (like “Contact Us”) were hidden in places where users weren’t looking, reducing conversions.&nbsp;The CTAs were not strategically placed or visually distinct, making it hard for users to know where to click to learn more or get in touch.

🔹 Lack of Depth – Atidiv had a strong track record but wasn’t showcasing it well. With minimal real-world examples with concise description of their success (case studies), potential clients lacked the proof they needed to trust the brand.

🔹 A Visual Identity that Lacked a User Experience -&nbsp;The website had visuals with extravagant looks and feel with a confusing user journey. Lack of visual elements In addition to the lack of identity, the website lacked visual elements that could enhance user engagement and brand perception.

Atidiv needed a complete digital transformation—one that would not only make its services crystal clear but also create an engaging and credible online presence.

✅ Improve content structure for clarity and engagement.

✅ Enhance visual storytelling with compelling case studies.

✅ Optimize navigation for a seamless user experience.

✅ Strengthen CTAs to guide users toward conversion.

✅ Build credibility through testimonials, partnerships, and media mentions.

This strategy aimed to create a unified brand identity that intricately showcased the full spectrum of Atidiv’s services, their profound impact, and their inherent strengths

To do this, we focused on three key pillars:.

We rewrote the entire website’s content to make it concise, jargon-free, and easy to understand. Instead of long-winded technical explanations, we structured the information so that anyone—from a startup founder to a corporate decision-maker—could quickly grasp Atidiv’s value.

2️⃣ An Expanded Website for Deeper Storytelling

We restructured the sitemap to add dedicated pages for:

✅ Services (clearly outlining what Atidiv offers)

✅ Case Studies (showcasing real-world success stories)

✅ Client Testimonials (building credibility)

Now, visitors could easily navigate through Atidiv’s offerings without having to guess or dig deep into the site.

We introduced:📌 A clean, modern design that reflected Atidiv’s tech-driven brand

✅ More visible&nbsp;CTAs – Placing them at key decision-making point

📌 Visual storytelling elements—icons, infographics, and case study visuals—to break down complex ideas into digestible content

📌 A consistent UI system that made navigation effortless

With the challenges identified, we developed a structured approach to redesign the website, ensuring that each problem was addressed effectively.

To understand user behavior and validate our assumptions, we conducted:

🟠 Business Owners &amp; Executives

🟠 Procurement &amp; Operations Managers

We ran design sprints with the product and creative teams, brainstorming solutions and sketching out wireframes. By testing low-fidelity prototypes early, we were able to refine the user experience before finalizing the designs.

We restructured the entire site, ensuring that:


✅ Each service and case studies were prominently featured had a dedicated page



✅ CTAs were placed strategically for easy engagement


✅ The navigation was seamless across desktop and mobile

Final Outcome: A Digital Identity That Work

&nbsp;Displaying the value propositions and brand value

Each of their services needs to have its impact and importance highlighted for potential leads to see what they have to offer. Validate that with detailed case studies&nbsp; of the impact generated on the business goals of the client that came before

To optimize internal operations, we will build scalable design components, which will accommodate future growth and new features without compromising the user experience

Applying the modern visual approach to the component level makes the site reflective of Atidiv’s brand identity on mobile and desktop across all the different pages

🔍 Monitored user behavior through analytics


🚀 Continued optimizing for better performance through feedback and analytics.

📢 Gathered feedback for ongoing enhancements

This project was more than just a redesign—it was about transforming Atidiv’s digital identity and making their online presence work for their business. By focusing on clarity, structure, and usability, we created a website that truly represents Atidiv’s strengths and expertise.

Aim to create strong, straightforward content that highlights Atidiv’s strengths and showcases their expertise in a wide range of services.

Cluttered Website into a Scalable Digital Identity -  Atidiv

A leading tech-enabled employee benefits management platform seeks toTo improve employee satisfaction and engagement by offering a more comprehensive and personalized benefits package.

Our research focuses on identifying employee needs and preferences to refine and expand offerings, ensuring seamless access.

This initiative aims to boost employee well-being and engagement across a diverse workforce.

Index: Navigating the Future of Employee Benefits

1️⃣ Immersion Phase: Laying the Foundation

✔️ Understanding the Client’s Brand &amp; Vision – Aligning with their current strategy and goals to ensure employee benefits reflect their broader mission.

✔️ Mapping the Employee Benefits Ecosystem – Identifying industry trends, gaps, and opportunities to enhance offerings.

2️⃣ Interviews: Capturing Stakeholder Perspectives

🔹 Their perceptions of existing benefits packages

🔹 What drives their decision-making when choosing or comparing benefits

Through these conversations, we gained valuable qualitative insights that shaped our strategic approach.

3️⃣ Synthesis: Turning Insights into Strategy

🔍 Analyzing Stakeholder Insights – Identifying common themes, pain points, and emerging opportunities.

📊 Internal Workshops &amp; Secondary Research – Conducting in-depth discussions to refine our understanding of employee needs.

🗺 Client Workshops – Collaborating with the client to validate findings, explore solutions, and map potential interventions.

💡 Idea Generation – Transforming research insights into actionable concepts and alternatives for a stronger benefits strategy.

4️⃣ Crafting a Sales Strategy: Bringing It All Together

🚀 Defining Key Opportunity Areas – Pinpointing the most valuable enhancements to the employee experience.

🌟 Hero Concepts &amp; Areas of Intervention – Developing bold, innovative ideas to differentiate the benefits package.

🗺 Future-State Benefits Map &amp; Sales Packages – Creating a clear roadmap for the next phase, ensuring the sales team is equipped with compelling offerings that align with employee expectations.

Conduct design research and to provide UX strategy for interviews and benefits packages. The other members of my team included Anoushka who led the team with Rohan and Siddharth.&nbsp;

Some of the questions we asked ourselves to better understand the structure and the outcome before jumping into the qualitative research were

1️⃣ Employers’ Perspective: The Strategic Role of Benefits

🔹 What is their perception of a "benefit," and what are they willing to offer?

🔹 How do benefits align with their KPIs?

🔹 What associations do employers have with benefits? Are they seen as investments, costs, or engagement drivers?

2️⃣ Employees’ Perspective: What Makes Benefits Truly Valuable?

🔹 How do employees perceive what a benefit is and what do they find valuable?

🔹 How are benefits consumed today?&nbsp;

🔹 Can a benefit exist outside traditional categories? flexible work policies, mental health days, or personal growth opportunities?

3️⃣ Delivery &amp; Prioritization: Making Benefits More Impactful

🔹 How are benefits delivered today, and is the experience seamless?

🔹 How should benefits be prioritized? What is important to the stakeholders and what isn't?

🔹 How can we create effective sales bundles for companies?&nbsp;

Our stakeholder interviews formed the foundation of our research, providing critical insights into the current state of employee benefits, sales strategies, and market aspirations. By speaking to key decision-makers and employees across industries, we uncovered the challenges, opportunities, and areas for strategic intervention.

To capture a holistic view, we conducted 30 in-depth interviews in each of the three major business hubs—Mumbai, Bangalore, and Delhi. Our goal was to understand the interplay of benefits from multiple perspectives, including employers, finance heads, HR professionals, and employees.

Industries Covered: Information Technology, Finance &amp; Banking, Manufacturing &amp; Engineering, Consumer Goods &amp; Retail, Healthcare &amp; Pharmaceuticals, Telecommunications and Consulting &amp; Professional Services.

🔹 5 Finance&nbsp; Heads/Employers – Understanding sales, benefits&nbsp;strategy &amp; financial feasibility&nbsp;

🔹 5 HR Professionals – Exploring HR’s role in benefits decision-making

🔹 15 Employees – Identifying employee expectations &amp; pain points

🔍 Understanding Stakeholder Perspectives

🤝 The Role of HR &amp; Finance in Decision-Making

HR and finance teams play a critical role in structuring and approving benefits. We explored:

Our interviews focused on how organizations shape employee benefits, both in terms of:

🚀 Shaping the Future of Employee Benefits

We explored visions for a future benefits strategy, examining:

To benchmark our findings, we conducted a rapid market scan, analyzing:

✅ Interventions &amp; innovations from international markets

✅ Non-traditional approaches adopted by other industries

This allowed us to draw inspiration from diverse sectors, ensuring that our strategy was not just reactive but forward-thinking and competitive.

We structured our analysis around six core benefit categories:

📚 Education Plans &amp; Tuition Reimbursement

🏥 Health &amp; Wellness Benefits (Insurance, Gym, Mental Health Support)

👨‍👩‍👦 Family Care &amp; Parental Benefits

🎖️ Loyalty Programs &amp; Employee Stock Options (ESOPs)

💰 Bonuses &amp; Performance-Based Perks

Identify key factors that impact the effectiveness, appeal, and adoption of benefits packages among employees and decision-makers.

✅ Assess and recommend improvements for the employee benefits experience

✅ Strategize a revised benefits package to enhance satisfaction and retention

Our research directly informs the client’s strategy, strengthening their position as a preferred employer by:

Phase 01: Mapping the Current State&nbsp;

Understanding how employees perceive, interact with, and feel about their benefits is crucial to shaping a program that truly meets their needs. In this phase, we dive deep into their experiences—exploring their actions, thoughts, and emotions as they navigate their professional journey.

➡️ Uncovering Insights Through Conversations - To achieve this, we conducted in-depth interviews (30-40 minutes each) with employees, ensuring that we gathered a well-rounded perspective on both the sales and benefits aspects of their experience.

1️⃣ Setting the Stage - Each interview began with a warm introduction, followed by icebreaker questions to make the conversation more relaxed and natural. Employees were reassured that there were no right or wrong answers—just their honest thoughts and experiences. This built trust, encouraging open and candid responses.

2️⃣ Structuring the Conversation -&nbsp;The interview questions were carefully categorized to capture different aspects of the employee journey:

🔹 Sales Perspective – Focused on how benefits impact recruitment, retention, and decision-making from an employee’s point of view.

🔹 Benefits Perspective – Explored the effectiveness, relevance, and personal value of current benefit offerings.

Each perspective was further broken down into key themes:

✔️ Goals – What employees aim to achieve from their benefits package.

✔️ General Perception – Their overall experience and understanding of the benefits provided.

✔️ Challenges – The gaps, pain points, and areas where benefits fall short.

✔️ Scenarios – Hypothetical situations to gauge how employees would respond to different benefit offerings and what would make a real difference in their lives.

Identifying employee needs and preferences to refine and expand offerings, ensuring seamless access to insurance, programs and support.

Hi, I'm Aahan Shetty, Product Designer