LänsiAuto Digital Experience

Overview

I worked with LänsiAuto to redesign their digital automotive retail experience. The goal of the project was to modernize the company's website and improve how customers discover vehicles, explore financing options, and move toward purchase. The engagement began with a design sprint to align on user needs, business goals, and key features, and continued with agile design and development of the full site.

I acted as Lead UX Designer, working closely with engineering and business stakeholders throughout the project. The resulting experience delivered a clean, modern first impression and laid the foundation for incremental improvements after the initial MVP launch.

Challenge

LänsiAuto's existing website made it difficult for users to efficiently browse available vehicles and understand financing options, creating friction early in the purchase journey. Performance issues and fragmented navigation increased cognitive load and slowed down decision-making, particularly for users comparing multiple vehicles.

The core challenge was to design a fast, responsive car search experience that allowed users to quickly filter inventory, compare options, and access relevant information without unnecessary complexity. At the same time, the solution needed to support business goals around conversion while remaining scalable and technically feasible.

Solution

The redesigned experience centered around a highly performant vehicle search and browsing interface. Cars were presented in a clean, easy-to-navigate grid, with essential filters placed prominently to support fast exploration and comparison. Particular attention was paid to interaction patterns and perceived performance, ensuring that search results and filtering felt immediate and responsive.

The project was delivered as an MVP, built on an innovative car search solution developed in close collaboration with engineering. Following launch, the site was incrementally improved over time based on learnings and evolving business needs. Although the site has since been replaced by a newer redesign, this project established key experience and performance principles that informed subsequent iterations.

Results

• Established a high-performance vehicle search architecture with industry-leading response times, significantly reducing friction in early-stage vehicle discovery
• Delivered a streamlined digital showroom experience that improved clarity, comparison, and overall usability during purchase exploration
• Defined scalable interaction and filtering patterns that informed subsequent iterations of LänsiAuto's digital platform
• Aligned the web site more closely with the LänsiAuto premium brand

Team

• Kimmo Alaraudanjoki — Lead UX Designer
• Esko Pyyluoma — UX Engineer
• Jukka Suokas — Back End Development
• Jarkko Malviniemi — Design Sprint Facilitator
• Joonas Itäranta — Scrum Master