CarProof Vehicle Evaluation
Giving Car Buyers Confidence & Dealers a Competitive Edge
My Role
Design Director: Led product vision, design review & execution, stakeholder communication
Team Size
9 Humans (Design, Research, Content, Dev,Ops)
Tools Used
Sketch, Adobe CC, UserTesting.com, Tableau
TL;DR
I led a brand and experience evolution at Carproof, helping dealers sell with confidence and buyers shop with trust. Through empathy-driven design, improved communication tools, and the launch of the TrueValue application & Trusted Dealer badge, we made Carproof a more valuable and credible part of the used car journey.
The Problem
Buying a used car is an emotional decision layered with anxiety. Most consumers fear getting stuck with a lemon, and trust in used car dealers is historically low. Carproof had a powerful product, vehicle history reports and real-time pricing data, but its messaging and tools didn’t clearly communicate this value. Internally, dealer tools felt fragmented, and externally, buyers didn’t fully understand what Carproof offered or how it helped them. The brand lacked emotional resonance and clarity, both for consumers and car dealers.
The Solution
The solution was to rebuild the brand as an operating system, not just a visual facelift, but a structural redesign that would make design scalable, flexible, and meaningful across every channel.
For dealers, we redesigned communication tools and created a more intuitive experience around True Value, showing not just listing prices, but actual sold prices. This gave them greater pricing confidence and positioned Carproof as a daily tool, not a one-time report.
On the consumer side, we simplified the value proposition across all touchpoints. We introduced a “Trusted Dealer” badge — a recognizable mark that helped buyers identify dealers who used Carproof and could be trusted. This extended into co-branded marketing and physical dealership materials.
My design & leadership helped shape a clearer, more confident experience that empowered teams and delivered real value to both sides of the car buying journey.
Results & impact
15% increase in dealer adoption of Carproof True Value
20% lift in consumer trust indicators, measured via surveys and brand tracking
Created a repeatable success path used across onboarding, sales, and marketing
Reduced tool confusion for dealers, leading to faster onboarding and better usage of history reports
Rolled out Trusted Dealer badge nationally, becoming a key asset in brand partnerships and consumer campaigns
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