Drive

Key takeaways

•  Strategic UX Solutions – Designed and optimized core product features for Drive’s marketplace and editorial platforms.
•  Brand & Positioning Innovation – Co designed and delivered the "Nused" initiative, redefining Drive’s used car category to focus on near-new vehicles with remaining warranties.
•  Business Impact – Strengthened Drive’s value proposition, enabling the company to increase dealer lead pricing with 300% year on year growth for marketplace.

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‍NUSED Marketplace Initiative

As part of Drive’s Buy Marketplace initiative, the goal was to enhance lead generation and reposition the brand’s messaging to emphasize new used cars—vehicles with remaining warranty, the latest features, and low kilometers. This initiative led to the creation of NUSED, a fresh branding approach that highlighted high-quality pre-owned vehicles.

I played a key role in driving this transformation, focusing on revamping key user touchpoints, including:

• Marketplace Landing Page – Optimized to increase engagement and clearly communicate the NUSED value proposition.
• Car Search Page – Redesigned to surface relevant listings more effectively.
• Car Listing Pages – Enhanced layouts to highlight vehicle features and build buyer confidence.

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User testing

As part of major initiatives like Nused, I planned and conducted user testing with design prototypes, followed by a second round of testing post-release. This process validated what worked while uncovering additional pain points to refine, ensuring a more seamless user experience.

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Outcome & Impact

The "Nused" initiative successfully resonated with the market, repositioning Drive’s marketplace value while securing a more competitive pricing model for dealer leads. These improvements placed Drive.com.au in a stronger position within the automotive marketplace industry.

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Oly Novated Leasing Integration

As part of a commercial integration between Drive and Oly Novated Leasing, I led the design and implementation of interactive financial tools and calculated primed call to actions aimed at enhancing user engagement and lead generation. This partnership involved embedding calculator widgets strategically across Drive’s platform, including:

• Car Market Listings – Ensuring users browsing vehicles could quickly estimate leasing costs.
• New Car Showroom – Providing seamless access to financing options during the research phase.
• Featured Electric Car Hub – Highlighting leasing incentives for EV buyers.

To further drive external leads, I designed and delivered a dedicated Unbounce landing page, optimized for conversion through clear UI, persuasive copy, and streamlined form interactions.

This project required close collaboration with stakeholders across product, engineering, and commercial teams, ensuring seamless integration while maintaining Drive’s UX and brand consistency. Additionally, I worked closely with Oly's legal team to accommodate last-minute legal changes, ensuring compliance without compromising the user experience.

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Drive Car of the Year – Branding & Marketing Design

One of Drive’s most anticipated annual events is Drive Car of the Year, where the latest finalist vehicles are rigorously tested by Drive’s journalists over a month-long period. This event generates significant industry attention, with car manufacturers eagerly competing for category wins and the coveted Overall Car of the Year award.

As the Design Lead for Drive Car of the Year, my role was pivotal in ensuring a strong and cohesive brand presence across all touch-points. My responsibilities included:

• Award Branding – Updating and distributing all marketing logo lockups and mockups for award categories, ensuring consistency across all assets sent to OEMs.
• Landing Page Design – Creating the new year's event landing page, optimizing it for engagement and information clarity.
• Marketing & Collateral – Designing in-house ads, digital assets, and printed materials to support the event’s extensive Australia-wide news coverage.

This high-profile project required rapid execution under tight deadlines, aligning with marketing, editorial, and external stakeholders to ensure a seamless and impactful rollout.

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