Automotive advertising platform helping dealerships manage + optimize their digital marketing.
UI/UX
Protyping
Web Design
PureCars and Autosigma were connected platforms serving automotive dealerships before eventually splitting into separate products. I was brought into PureCars first through a contact who had moved there from a previous client, and six months later the owner of Autosigma reached out directly while the two products were still under the same umbrella. I worked across both, improving UI and UX in existing Figma files, updating components and design systems, and delivering redesigned workflows and prototypes ready for development.
industry
Automotive / Mobility
project type
B2B SaaS - Refresh
role
Lead Designer - Barrel Proof Apps
focus area
UI/UX, prototyping, web design
The Brief
Request
The work started with Autosigma, a digital asset creation tool built for car dealerships. PureCars had recently acquired it, but the product still operated independently with its own founder and team. I worked directly with the owner on projects to reduce friction in the ad creation workflow and improve how the resizing logic handled assets across various outputs. From there I was brought into PureCars proper, a larger platform with a bigger team and more moving parts. The product was established, but the UX across several tools needed updating and some rethinking to make room for new products and offerings. The Senior Director of Product Management brought me in and introduced me to the various teams, including BizOps, where I ended up taking on a separate internal tool used to manage and price client ad spends.
Deliverable
For Autosigma the work centered on the asset creation workflow and resizing logic. I cleaned up how branding assets were organized and surfaced in the tool, making them easier to find and apply, and worked on making the resizing logic more reliable when scaling assets across the predetermined output formats. I also designed multi-select functionality, the ability to group selected elements, and a system for turning those groups into reusable, scalable components. Beyond that, I worked through a range of canvas-level UI improvements, refining toolbars, permission controls, and asset management flows with the founder directly. For PureCars I worked directly in their existing Figma files, updating components, cleaning up design system inconsistencies, and redesigning the UX of several internal tools. The main focus areas were improving search, filtering, and sorting across their ad and data management interfaces, and redesigning the BizOps budgeting tool their team used to manage and price client ad spend. That tool pulled data from Salesforce, handled mid-month subscription changes, and touched enough internal workflows that getting it right had a real impact on how the team operated day to day.
Added a brand assets library
A proposed workflow diagram for PC
Approach
With Autosigma, I started with a indepth demo of the product and then I walked through the product solo to get a clear read on both the UX problems and the technical constraints of the current app. From there we tackled fixes and updates in order of necessity, with a balance of knocking out some easy wins with some longer-term fixes. Once we agreed on next item(s) to update, I committed to specific sections for each review, presented the work, captured feedback, and then built the next round from it. Rinse and repeat. The PureCars work began in a similar fashion with online walkthrough of the specfic tool/product we were fixing and/or adding. Then I moved to getting the outdated Figma files into a workable state. Unused styles, orphaned components, and elements that no longer matched the live product were creating noise. That cleanup wasn't originally scoped, but it was a necessary step to move forward and minimize confusion. The BizOps budgeting tool was a new build rather than a redesign, which meant aligning with eight stakeholders on what it needed to do before any design work started. I ran multiple rounds of reviews and prototypes with that group, capturing feedback after each session and using it to drive the next round. The tool had enough operational complexity that the review process needed to be tight to keep everyone moving in the same direction.
Outcome
The Autosigma resizing workflow shipped and was implemented into the ad builder. The founder wanted to continue working together after the initial engagement wrapped. The PureCars engagement ran about seven months with new projects added as each piece wrapped, including the BizOps budgeting tool which went live for the internal team.