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
Carproof needed to evolve from a transactional vehicle history product into a trusted consumer brand. I led a multidisciplinary team of designers,writers and developers to reposition the brand, modernize the digital product, and align stakeholders around a new identity that communicated trust and clarity.
The Problem
The existing product was known but not loved. The experience was cluttered, the value proposition unclear, and the brand failed to reflect Carproof’s position as an industry leader. Internally, competing perspectives slowed progress.
The Solution
I defined a new design strategy grounded in customer research and reframed Carproof’s story around trust and transparency. I led the redesign of the consumer experience, simplifying navigation and content flow, while introducing a refreshed visual identity. I worked closely with leadership to ensure the brand and product experience moved forward together.
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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