Drivedeal.ca
Streamlining dealership lead generation with a clear, conversion-driven landing page.
Project Background:
DriveDeal.ca is a Canadian startup focused on simplifying vehicle negotiations and dealership operations through a digital first platform. As the company prepared for launch, they needed a focused landing page to generate qualified leads and communicate their value proposition effectively to car dealership owners.
As part of a cross-functional team, I worked on the UX design of the landing page—translating strategic goals and user insights into an experience that builds trust and drives action. I also produced the final promo video to support marketing rollout and platform visibility.
Team:
Content Strategist / UX Copywriter
UX Designers
UI Designers
Digital Marketing Strategists
7 Weeks
Timeline:
UX Designer
My Role:
Figma, Figjam Trello, Adobe Premiere Pro & Adobe After Effects
Tools:
Problem:
How might we help DriveDeal.ca establish brand awareness and attract strong prospective clients as it launches a reliable product designed to streamline client negotiations for car dealers, so that it can secure a competitive position in the market?
Project Goals:
Design a clear, responsive landing page optimized for lead generation
Support marketing initiatives with visual and interactive storytelling and build user confidence and communicate value through UX copy and structure.
Objectives:
Define and map the ideal user journey from ad click to conversion
Ensure all messaging aligns with DriveDeal's brand voice and product strengths.
Reinforce user trust and clarity at every stage of the page interaction
SMART Goal:
Design and deliver a high-fidelity, responsive landing page along with a complementary digital marketing strategy within 7 weeks, ensuring both are aligned with user needs and business objectives, and ready for implementation to support lead generation and brand awareness.
Solution:
The final deliverables included a streamlined, responsive landing page designed in Figma, LinkedIn creative and a 90-second promotional video. Together, these assets worked as a launch-ready package for digital marketing activation and investor outreach.
THE PROCESS:
Designing for clarity, credibility, and action.
Following a user-centered approach, our process was structured around the phases of Empathize, Research, Ideate, and Design, enabling us to rapidly align business objectives with user needs.
Empathize
Research
Ideate
Design
Develop
While the project had two clear tracks, website design and digital marketing, our approach centered on creating consistency across both. I collaborated across teams to ensure the landing page and marketing strategy felt unified, leading the UX design of the website while also contributing to the structure and creative direction of the campaign assets from concept to final execution.
Designing for Clarity, Credibility & Action
The Strategy
Attract
Get in front of users actively searching for dealership management tools.
Engage
Speak directly to their needs with relevant messaging and outreach.
Outcomes & Lessons Learned
Though the full campaign rollout was paused as the client prioritized other internal initiatives, the deliverables are complete and ready for activation.
The final assets included:
A high-fidelity, conversion-focused landing page
A detailed keyword strategy
Custom animated banner ads
LinkedIn carousel ads
A curated outreach list of dealership owners
Cold email copy tailored to each segment
This project was a strong reminder that execution-ready work wins, especially in early-stage environments. By grounding every piece in research and keeping the user journey top of mind, we gave DriveDeal a toolkit that can move fast when the time is right.
On a personal note, this project pushed me to think holistically, not just as a UX designer, but as a problem-solver in a multidisciplinary context. Balancing user needs with business goals, and aligning copy, structure, and interaction design across platforms was both challenging and incredibly rewarding. I walked away with a deeper appreciation for clarity, alignment, and the power of getting the foundations right, even when things don’t launch right away.
We also created banner ads for LinkedIn that visually aligned with the landing page to maintain consistency across touchpoints. And to support deeper engagement, I helped design a drip-style landing page variation that spoke directly to common dealer concerns while making the path to demo request easy and intuitive.
Starting with a competitor analysis via SEMrush, we built a focused keyword set based on what dealership owners were already searching for. These insights informed everything—from paid ad copy to landing page structure and UX messaging.
Key Research Insights
To design a landing experience that actually resonated, we started by clarifying who we were designing for. Using early insights from the client and market context, I helped the team define a proto-persona that reflected the mindset, needs, and pain points of dealership owners.
Through research, one insight stood out clearly: dealers wanted a platform that made them feel more in control of their day-to-day operations. That became the foundation of both our design direction and marketing voice.
We positioned DriveDeal.ca not just as a tool, but as a reliable partner that empowers its users to feel confident and in command. From that core idea, we built the entire approach around four key pillars:
Reinforce
Establish trust with consistent branding and a clear value proposition.
Convert
Guide users toward demo requests or lead sign-up through a focused flow.
In parallel, we built a cold outreach campaign, identifying high-value contacts using LinkedIn Sales Navigator. Each message was personalized, relevant, and structured to introduce DriveDeal’s core value in a way that encouraged follow-up—not a hard sell.
To drive qualified traffic, we launched targeted SEO and SEM campaigns using a keyword strategy aligned with dealership pain points and search intent. The UX copy and visual messaging on the landing page were designed to echo that same clarity, so users arriving from ads saw a narrative that made sense from first click to final scroll.
Using LinkedIn Sales Navigator, we curated a list of 291 highly relevant dealership decision-makers. Every touchpoint in the campaign—from cold email to banner ad—was crafted to match what we had learned through research and persona development.
