PEDDLE
Project: Experience & Marketing Retainer
Role: Lead Strategist
Responsibilities: Product Strategy | Creative Strategy
Impact:
During my two years working with Peddle, I transformed agency workflows and briefing processes, introduced generative AI tools, unlocked new innovation opportunities, and drove significant improvements in marketing ROAS and website conversion rates.
HOME PAGE CONVERSION STRATEGY
I partnered with the design team to develop testing hypotheses and strategies that would optimize the UX, messaging, and value proposition for Peddle's homepage.
Our primary challenge was addressing user bounce rates driven by confusion about whether the platform served junk or newer vehicles, which affected perceptions of the value of cash offers.
Through systematic experimentation, we discovered that a broad, less-specific value proposition for the home page with illustration-based design (rather than specific photography) worked best for unqualified traffic. We then further evolved the strategy to include personalisation for repeat visitors and new dedicated home page variants for campaign and paid traffic, with focused value propositions around junk cars and newer vehicles. These new strategies significantly improved performance and drove conversion rates into the mid-teens.
INNOVATION STRATEGY
While incremental experience improvements continued, I collaborated with the UX and design teams to identify new opportunities for advancing Peddle's mission—to be the easiest way to sell a car. Through research, I identified two critical user pain points:
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The difficulty of accurately documenting vehicle damage and wear to receive quality quotes and offers
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Flow abandonment due to the extensive steps, and information required to obtain a true quote
To address these challenges, I identified emerging computer vision and deep learning technology providers that could be integrated into the flow to dramatically simplify the process and improve accuracy. I also partnered with the design team on a radically new experience concept that could deliver approximate quotes to the home page in real-time, by connecting to a previously untapped trends database.
AFFILIATE STRATEGY
As part of my work with Peddle, I met regularly with affiliate partners to understand their specific goals, needs, and challenges.
One of the most revealing insights was the partners' strong sentiment about the lack of their own branding in the car selling flow, and their desire to improve the user handoff between their websites and Peddle.com.
After briefing the design team to prototype a white label seller flow, I collaborated with Peddle's data and partner teams to build a robust business case for technical development, including highly favorable forecasts for business impact.
