UX LEADERSHIP
CONVERSION
MULTI-SITE
COMMERCIAL
DRIVING GROWTH ACROSS 198 DEALER WEBSITES
At a glance
Role: Head of User Experience
Client: KIA
Platform: 198 dealer websites
Focus: Conversion, Engagement, and platform consistency
Impact:
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Increased test drive requests and lead generation
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Improved engagement across dealer sites
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Delivered measurable uplift in key conversion metrics
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Created a scalable, consistent experience across the network
From Fragmented Experiences to High-Performing Journeys
Improving engagement and conversion across a large-scale network
The challenge
Kia’s digital presence spanned 198 dealer websites, creating significant challenges in delivering a consistent and effective user experience at scale.
This fragmentation limited engagement and reduced the effectiveness of key conversion journeys.
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Inconsistent experience across dealer sites
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Under-optimised conversion journeys
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Limited engagement across key touchpoints
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Difficulty scaling improvements across the network
The challenge was to improve performance across all sites while maintaining consistency and scalability.
Approach
I led the optimisation of key journeys across the platform, focusing on increasing engagement and improving conversion performance at scale.
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Analysed user behaviour to identify friction and opportunity areas
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Optimised key journeys, including test drive booking flows
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Introduced features to increase engagement and interaction
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Rolled out improvements consistently across the dealer network
The focus was on delivering measurable improvements while ensuring scalability across all sites.
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Optimising conversion across
a multi-site platform
I led the optimisation of core platform experiences to improve engagement and drive measurable commercial outcomes.
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Led optimisation of test drive booking journeys to reduce friction
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Introduced live chat to increase interaction and lead conversion
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Simplified navigation and key user flows
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Applied consistent improvements across all dealer sites
The result was a more effective experience that increased engagement, improved conversion, and supported commercial performance across the network.
Results
The redesigned experience delivered measurable improvements across conversion, engagement, and overall business performance.
100%
Increased website traffic by 100% through improved engagement & experience
18%
Increased test drive requests by 18% through optimised conversion journeys
7x
Users engaging with live chat were 7x more likely to request a test drive
198
Improved engagement
across 198 dealer
websites
These improvements significantly increased lead generation and positioned experience optimisation
as a key driver of commercial performance at scale.
