Shift VDP Redesign

Shift Technologies built their pre-owned vehicle shopping platform on the promise of a "hassle-free" used car buying experience.

But the VDP (Vehicle Description Page), the single most important conversion moment in the entire purchase journey, was undermining that promise. Poor information hierarchy, low discoverability, and a lack of pricing transparency were eroding customer confidence and negatively impacting conversion.

Full UX process documentation, including research synthesis and design iterations, is available via the case study link below.

Read the complete case study

  • The VDP was Shift's highest-traffic conversion page and its greatest strategic liability. Users with purchase intent couldn't find what they needed to decide with confidence — fulfillment options were unclear, pricing lacked transparency, and the information hierarchy didn't reflect how buyers actually evaluated a vehicle. Friction at the exact moment the platform needed to build trust.

    • Daryle M. // Lead Designer & Researcher

    • Sean C. // Director of Product Design

    • Alec K. // Software Engineer

  • Led end-to-end redesign as Lead Designer and Researcher — beginning with a content and visual audit to map the gap between what users needed and what the page delivered. Usability testing and stakeholder interviews surfaced the specific decision points where confidence broke down. Redesign iterations reorganized information hierarchy around the buyer's mental model, added pricing transparency, and clarified fulfillment options. Multiple feedback rounds grounded the final solution in both user behavior and business goals.

  • The redesign established a strategic foundation for future conversion optimization at Shift's highest-traffic acquisition moment — delivering a clear, research-grounded information architecture that addressed the platform's core challenge of building buyer confidence at the point of decision.

Shift Technologies Vehicle Description Page Desktop

Shift Vehicle Description Page (high fidelity desktop; 360 viewer and fulfillment module)

  • Valiantly represents the customer throughout the product experience

    "I had the pleasure of working with someone that was both a brilliant designer and friend. Daryle and I collaborated for over a year across various projects and building out our design system. Daryle is incredible at providing thoughtful feedback, and I was most stricken by how valiantly he could represent the customer throughout the product experience. His positive attitude will be missed, but I look forward to following his impeccable DJ holiday sets. I highly recommend Daryle if you need a great design lead!"

    — Chije Wangati, Senior Product Designer

  • The ability to translate complex problems into ultra-intuitive, elegant solutions

    "One of Daryle’s standout strengths is his ability to simplify complex problems and translate them into ultra-intuitive, elegant solutions. He demonstrated this by taking a predominantly paperwork, owner-to-renter process and transformed it into a mobile-first experience. He also brings a deep understanding of accessible design and was instrumental in guiding both our design and engineering teams toward building inclusive components that serve a broad range of users."

    — Ben Richard, Product Design Leader

  • An obvious passion for the user-centered design process

    "Daryle is an exceptional UX professional with a keen eye for detail and an obvious passion for the user-centered design process. He has demonstrated a consistent ability to influence product strategy by leveraging data and insights, along with a natural ability to clearly articulate the rationale behind his decision-making. I have no doubt that Daryle's experience will help elevate any design/product team and I am thankful for the opportunity to have worked with him."

    — Dion Alexander, Product Design Consultant

  • Thinks about the entire 360 of his work

    "Daryle is a superb human being, kind, funny and caring. He brings those qualities, plus his incredible design skills, to his work day in and day out. Daryle thinks about the entire 360 of his work, from the impact his designs have on engineering to how the end user will experience them. He took the lead on accessibility for our team, continually sharing valuable guidance with designers and others in a way that was easy to understand and act on. On top of all that, he always has a smile and a music recommendation (probably someone you’ve never even heard of) at the ready."

    — Sara Womack, UX Writer & Content Strategist

  • The first designer I've worked with who was interested in the data behind the designs

    "Daryle is a very skilled designer who devotes a lot of time working with engineers and other designers to build sophisticated UI. He was involved with several projects I worked on, and I couldn't get over just how many designs he created that covered every aspect of the feature. His designs are clean and very pleasing to the eye. I appreciated that he was always available to answer questions whenever needed. He was also the first designer I've worked with who was interested in the data behind the designs. Highly recommended!"

    — Marty Miller, Senior Android Developer