Paired with a UX Designer and a content-first approach, we reformulated the services, accessories and genuine parts pages: a reorganized menu, research-backed terms and standardized content. The work became the basis for reformulating post-sales across the group's other brands.
The post-sales pages packed technical information into unclear categories, with outdated content that wasn't standardized across brands. Customers got lost between services, accessories and parts, and internal jargon made searching harder. Before rewriting any page, we had to understand the real needs of the people using it.
areas and partners involved
stakeholders heard
pages analyzed across brands
competitors studied
databases analyzed
On top of that, we gathered and categorized a complex NPS, with hundreds of real comments, and ran card sorting with potential users to build more intuitive menus.
We assessed the existing pages and studied 10 competitors to map best practices and opportunities for improvement.
Documentary research focused on accessibility, making sure the content served every type of user.
We gathered and categorized hundreds of real NPS comments, turning scattered complaints into actionable insights.
Sessions with potential users to ground the structure and organization of more intuitive menus.
An anonymized recreation of the categorization logic. We split comments between what exists but isn't found and what's genuinely missing from the site — and found where the pain was greatest.
The content exists on the site, but the user didn't look for it or looked and couldn't find it.
The content simply doesn't exist on the site.
of the “not found” comments were concentrated in Maintenance and Manuals.
We grouped information into more intuitive categories. Customers could now find services, accessories and genuine parts through faster, more efficient navigation.
We named sections and URLs based on research-backed terms and keywords, with SEO in mind. People find information using their own words, not internal jargon.
We rewrote the services, accessories and genuine parts pages with clear language and an objective hierarchy. Less noise, more direct answers to the customer's question.
We reorganized the service scheduling flow, from vehicle to confirmation. A shorter, more predictable path with microcopy that guides each step.
An illustrative, anonymized reconstruction of the navigation, with no client data or brands. The point is to show the content logic, not the real screen.
22 first-level items, no post-sales
A long, flat list with unclear terms and no visible post-sales items. Customers read everything to find one thing.
7 categories with up to 2 sublevels
Few first-level categories with organized sublevels, named with research-backed terms. Clarity over concision.
The video walks through the menu reorganization, the friendlier sections and the simplified scheduling flow, with simpler navigation for the customer and more results for the dealership.
Simpler navigation for the customer.
More results for the dealership.
A model adopted by every sister brand in the group.
The reformulation started with one brand and worked so well that it became the post-sales reference for every other brand in the group, with the same menu, content and scheduling logic.