autoscout24
Dealer Area Redesign; Boosting revenue-driving engagement by 150%
my role
E2E Ownership - Dealers Platform
setup
Centralised Team / Kanban
Time frame
Q4 2024 - Q2 2025
AutoScout24 is Europe’s leading automotive marketplace.
Its Dealer Area is responsible for 95% of org revenue. It is where car dealers execute most of their digital daily tasks.
Problem
Users struggle to perceive AS24’s tools value due to fragmented workflows, poor data integration, and unclear ROI.
70%
Struggle sourcing vehicles due to lack of effective tools and reliable data sources
60%
Go through the same daily basic actions, without exploring impactful features
2.5%
Smart features engagement - 60% lower ROI than expected
INVENTORY
38.5%
AS24.DE
19.9%
COCKpit
8.1%
Objective & Approach
Create an integrated, human-centred Dealer Cockpit experience that helps car dealers “punch above their weight” — enabling them to compete effectively in a digital, data-driven market.
01.
Design an end-to-end platform to manage sourcing, selling, and aftersales.
02.
Support both small independent dealers and large franchises.
03.
Align with AS24 ecosystem vision, connecting internal tools, DMS, & third-party marketplaces.
04.
Simplify complexity while fostering trust, transparency, and efficiency.
Understanding the Users and Their Needs
9 user segment (without their internal roles) ordered by their share on AS24 revenue
Bull Acounts
Hgh-volume, multi-location dealer groups
35 – 40 %
Large Independent Dealers
Strong contributors through mid-to-high ad spend and multi-platform marketing.
15 – 20 %
Large Franchised Dealers
Consistent subscribers but often bound by OEM packages; moderate upsell potential.
10 – 15 %
Small Franchised
Lower inventory, limited budgets, often rely on standard packages only.
5 – 8 %
Small Independent
Very numerous but low ARPU (average revenue per user).
10 – 12 %
Brokers
Moderate activity; low margin but high listing rotation.
5 – 7 %
Schoterplatz
Minimal spend; often price-sensitive and low conversion on premium products.
2-4%
Luxury
Small population with very high profit margin
2-3 %
OTPs
Heavy spenders on promoted listings; overlaps partially with Bull and Large Independent accounts.
8-10 %
Assessing the Problem
We mapped out the user journeys of 8 different markets, with 9 possible users groups, each having up to 5 roles
Audit & Benchmarking
45%
Higher profit margin in competitors
-25%
Vehicles standing time in competitors
30%
Faster listing setup in mobile & AutoTrader
x2
Faster lead response times in competitors
Data revealed major inefficiencies
70%
Struggled with vehicle sourcing. citing ineficiency
34%
Cited “finding the right car” as their biggest challenge
25%
Leads went unanswered
58%
Lacked basic digital services like appointment booking
Driving AI Innovation
With data science & engineering, I mapped AS24’s tech strengths, from listing data models to content generation & identified where AI adds value. This made a clear business case: AI could cut workload, boost listing quality, & strengthen AS24’s position.
Outcome
Enabled the first AI-assisted listing optimization prototype, reducing manual listing time by over 30% in early tests.
Cross-Functional Ideation & Testing
I collaborated with functions to understand business needs, prios and constraints. Testing ran with 9 groups of 5 testers from multiple markets.
Release
We launched three UIs in phases, to address key points. With product & engineering we defined scope, dependencies, and rollout, ensuring quality while minimizing risk.
Desktop - Multi Branch, Sales User
Overview tagged per persona
Mobile - Smart Insertion and Optimisation.
Integrating AI in My Workflow
To move fast and explore broadly, GPT became a thinking partner for concept framing, UX copy, and user flow simulation, while Lovable helped me turn prompts into interactive prototypes within hours.
Outcome
Accelerated design iteration cycles by ~40% and helped define AI-driven UX guidelines later adopted by the wider team.
