Ally Dealer Beyond Website
Creating an all-in-one hub for dealers to stay connected with their Ally representatives while learning more about Ally’s auto offerings and the broader industry.
Client
Ally Auto
Role
UX Designer
Platform
Web
The Ask
Through piecemeal efforts, Ally found themselves with two dealer-centric websites - leading to a fragmented experience for their sales team and customers (auto dealers.) They approached our team with the challenge of creating a consolidated hub where users could easily find all of the tools and resources needed to improve their business and gain an edge in a very competitive industry.
The Challenges
Accomodate
Discovery revealed that dealers are always busy out in the field, largely using their phones to quickly consume content. This required a mobile-first design approach that was optimized for our primary user base. It also meant that content needed to be snackable, and the overall site easily navigable.
Surround
Ally Auto’s product offerings were the main driver for this site. Users were likely to enter the site having only one of Ally’s products, so providing information about the rest was key to extending business reach. The end goal was to convince users to switch all of their products and services over to Ally Auto.
Inform
We found that users, working in a highly competitive industry, valued educational resources to give them an edge in their business. Based on this insight, our goal was to create a filterable content library that would provide dealers with resources from Ally and other industry thought leaders, serving as both an educational tool and a cross-selling opportunity for the client.
The Process
In the Ally Dealer Beyond project, my focus as a UX Designer was to construct a site that catered to the dynamic needs of auto dealers. Acknowledging the busyness of the users meant creating a platform that was easily traversed and presenting information that was quickly digestible. Recognizing the preference for face-to-face communication in this sector, I provided multiple access points for dealers to directly connect with their Account Executives (AEs), facilitating human interactions to strengthen business relationships. The site functions as an extension of the AEs, nurturing leads and empowering users with the autonomy to explore and make informed decisions for their businesses. Additionally, it provides a wealth of resources from Ally, equipping dealers with the knowledge and tools needed to excel.
All pages offer an opportunity to contact an Account Executive, which is the single-most important action for converting leads.
The Result
The Dealer Beyond site is a clean and organized hub where users can easily find what they need, while discovering new offerings along the way. A simple, yet effective design allows the value of the content to take center stage. Ultimately, the site is a practical tool for nurturing the relationship between Ally Auto and its dedicated users.
Check out the video below to get a tour of the final site.