CBAC
Role
Led design strategy and brand experience engagement end-to-end
Year
2023
Agency: Team
Scorpion: Erica Steveson, Christine Faust, Kristy Kelly
Services
Design Strategy, Design Sprints
Description
A research-led design improvement roadmap for a multi-location automotive franchise
The Problem
CBAC is a multi-location automotive franchise with a website that wasn't converting visitors into appointments. Surface-level diagnostics pointed to UI issues, but real customer research told a different story — users were leaving the site with more questions than they came in with. The conversion problem wasn't a design problem. It was an information problem, dressed up as a design problem.
The Approach
Most agencies would have started redesigning. We started with research. Customer interviews and behavioral data revealed not what was broken visually, but what was missing informationally — the questions customers were asking that the site wasn't answering, the moments of hesitation that preceded abandonment. The output wasn't a new site. It was a design improvement roadmap — a sequenced, research-backed plan that prioritized changes by impact and feasibility, structured around the real customer journey rather than internal stakeholder preferences. Strategic collaboration with CBAC leadership turned the roadmap from a deck into a delivery plan
What Changed
CBAC moved from a guess-and-redesign loop to an evidence-led improvement cadence. Stakeholder debate shifted from "what should we change" to "in what order, with what evidence." The roadmap became a shared artifact between brand, marketing, and franchise operations.
