CarGurus

When I joined CarGurus' B2B team, there was no UX practice in place: no research, no design process, and no shared understanding of what dealers actually needed. I started by running research workshops and design sessions to surface assumptions, behaviors, and business goals across the dealer product suite, because building that habit mattered as much as the screens.

Our focus was the Dealer Pricing Tool, a core product with real churn risk, where accessibility issues and workflow friction were driving dealers away. I also proposed a design system built for B2B, since the consumer system wasn't made for dealer workflows.

The business goals were to increase revenue, reduce churn, and rebuild trust with dealers who had been treated as secondary to consumers. Watching how dealers actually used pricing tools led us to dashboards that told a clearer visual story and made pricing decisions easier.

From research and dealer interviews, we built an accessible component library that stayed on brand and handled B2B complexity, and dealers got a responsive experience across mobile, tablet, and desktop for the first time. With data science, we designed visualizations that turned raw marketplace data into pricing guidance, and dealers shaped the scope directly through our prototyping sessions.