Designing and Developing a New E-Commerce Experience to Increase Conversions
Bodega Bay Lavender is a family-owned farm in Northern California. I’m currently redesigning and developing their new e-commerce website with HTML/CSS to modernize their online presence and improve customer conversions.
Visit Old Site →Solution in progress :)
80%
Stressed by dealer negotiations
(primary user research)
10%
Satisfied with closing price
(compiled internal research)
1
Mobile feature solution
(being built by CarGurus)
Problem
Few buyers used the CarGurus app at dealerships, revealing an opportunity to design a new use case for mobile users. We also discovered buyers struggled with hidden fees and confusing financing paperwork at dealerships.
Lack of information transparency
80% of buyers said hidden fees and unclear pricing caused major stress
Slow and difficult negotiation process
Confusing paperwork left only 9.7% of buyers confident they got the best deal
Outdated tools with no customization
Generic calculators and undetailed listings failed to show true out-the-door cost
Multiple handwritten payment options made it unclear which cost was final
Key numbers like trade-in, cash down, and price were scattered across different boxes
Dense text and itemized fees overwhelmed buyers with too many numbers
Total sale price was buried, making it hard to find the real out-the-door cost
Goal
How might we empower buyers with clear financing information and motivate them to use the CarGurus app at dealerships, while still supporting dealer relationships?
Provide transparent cost estimates
Simplify financing steps and paperwork
Build and maintain trust with buyers & dealers
Solution
After exploring 9 different concepts, we built a Finance Calculator prototype that gives buyers a clear breakdown of all costs, boosting confidence during onsite negotiations. I led the design direction through several iterations in Figma and developed the final prototype with Lovable. Prototype available upon request
01 - Finance Customization
Select and compare financing options
A clear entry point where buyers choose dealer financing, outside loan, or cash, giving them control over how to structure their deal and start estimating with confidence.
02 - Cost Breakdown
View all hidden fees and calculations
A receipt-style breakdown of taxes, fees, and dealer add-ons that replaces scattered paperwork with one transparent view, reducing confusion and hidden cost stress.
03 - Estimate Summary
Prepare for dealer negotiations confidently
A summarized cost and monthly payment range that buyers can save or share, helping them enter negotiations informed and reducing decision fatigue at the dealership.
Takeaways
I learned how far AI tools can be pushed and where they break. Using Lovable to build from just prompting showed me the importance of context in guiding outputs, and that the final 10% of polish requires the most effort.
Future iterations could expand features and strengthen trust. If I had more time, I would manually refine the last 10% of the design, build out leasing flows, and collaborate with dealers on incentives that preserve trust.