Bilinfo
Product design • research
Car creation flow
Empowering car dealers to trade more efficiently.
Team & my role: Product Designer working closely with a Junior Designer, Product Manager, and an engineering team. I owned UX and UI end-to-end, from discovery to delivery.
Overview
A high-volume workflow with real business impact
Creating a vehicle listing is a frequent task for dealers using Bilinfo. At around 800 listings a day, small improvements to the flow can save time across a large volume of work.
The existing experience made that task harder than it needed to be. Dealers struggled to identify required fields and navigate an outdated equipment catalogue. Some collected details on paper during customer conversations and entered them later, creating opportunities for information to be missed.
The goal was to help dealers create complete, accurate listings with less manual effort and clearer guidance.
Process
Objective and Key Results
The team established the following objective and key results:
Empower car dealers to create high quality car ads in an easy and effective way.
KR1
Increase task success in usability testing to at least 95%.
KR2
Reduce completion time in prototype testing by 20%.
KR3
Reduce production creation time per dealer by 10% after launch.
We kicked off the project by first establishing a baseline for the current experience. To do this, we conducted a heuristic evaluation of the existing flow and ran think-aloud usability tests with dealers as they completed real tasks in the old system.
Through studying the process and user behaviour, we identified several key pain points and unmet needs in the current experience:
Confusing price fields – Multiple price inputs appear at once, and dealers often try to interact with disabled fields (for example, a down payment must be added before selecting a leasing type), creating frustration and errors.
Outdated extra-equipment catalogue – The catalogue contains missing or inaccurate data and is difficult to navigate. Dealers feel uncertain about selecting the correct equipment and unsure what information buyers actually expect to see.
Offline note-taking during sales conversations – Dealers frequently collect information on paper (such as printing the extra-equipment page) and later transfer it into Bilinfo. This manual step leads to forgotten details and incomplete car records.
Furthermore, I facilitated a Jobs To Be Done (JTBD) workshop together with the junior product designer and product manager to better understand the underlying motivations behind dealers’ behaviour in the Car Creation Flow.
The goal was to move beyond surface-level usability issues and identify the functional, emotional, and social jobs dealers are trying to accomplish when creating a car in Bilinfo.
Core Job Statement:
When I finish a customer conversation or prepare a vehicle for sale,
I want to quickly and confidently create a complete and accurate car listing in Bilinfo,
so that the car becomes visible to buyers without errors or follow-up work.
Mapping JTBD in Miro
To translate these insights into action, we brought the identified Jobs To Be Done into a collaborative ideation workshop with the full product team and key stakeholders.
The goal of the session was to align on the most important user needs and explore a wide range of creative, yet feasible solution directions that could improve both usability and dealer confidence in the Car Creation Flow.
During the workshop, we:
Reframed JTBD insights into “How Might We” questions to spark solution-oriented thinking.
Generated multiple concepts through rapid sketching and group ideation.
Evaluated ideas based on user value, technical feasibility, and business impact.
Identified a set of promising solution themes to take forward into design exploration.
This collaborative process ensured that the emerging solutions were not only grounded in real dealer needs, but also supported across product, design, and business stakeholders, creating strong alignment before moving into prototyping.
Solution
A more guided way to create car listings
Based on research insights, Jobs to Be Done mapping, and cross-team ideation, we redesigned the Car Creation Flow to improve clarity, confidence, and efficiency for dealers.
Clear, guided data entry
We introduced well-defined input states across every field, including clear error messages, validation rules, and required indicators. Dealers could immediately understand what information was needed, avoid unavailable options, and reduce incomplete or incorrect submissions.
Step-by-step flow structure
The creation process was reorganised into logical, manageable stages instead of one long form. Breaking the flow into steps helped dealers focus on one task at a time, improved orientation, and made progress more transparent.
Smart data prefill through integrations
To minimise manual work, we introduced data integrations that populate vehicle information whenever possible. Many used vehicles already had historical records in Bilinfo, so matching via registration plate or vehicle identification number allowed existing data to be reused. A strengthened Danish Motor Register integration then retrieved official vehicle details reliably and improved overall accuracy.
Together, these changes created a guided, automated, and more error-resistant experience that helps dealers build complete car listings faster and with greater confidence.
From friction to flow
The redesigned flow makes the product’s rules visible at the right moment, reducing the cognitive load of building a vehicle listing.
Impact
Impact and reflections
The redesigned Car Creation Flow delivered measurable improvements in both efficiency and user satisfaction. After launch, average car creation time fell by 6%, helping dealers complete the process faster and with fewer errors.
Clearer structure, less manual effort
User feedback was highly positive. Dealers specifically praised the clearer structure, guided input fields, and reduced manual effort—evidence that the experience had become more reliable in day-to-day work.
What the OKRs taught us
We targeted a 10% reduction in production completion time. After launch, average car creation time fell by 6%, so we made progress but did not reach the full target.
Historical vehicle data and Danish Motor Register integrations were difficult to represent in high-fidelity prototypes, which limited what we could evaluate before implementation. Usability testing helped us assess the proposed interactions, while production measurement showed the improvement in everyday use.
A cross-functional team win
Many of the final solutions started as ideas from the cross-functional ideation workshop. Close alignment between design, product, engineering, and stakeholders ensured that research insight translated efficiently into practical improvements.
