The problem

CAR is a complex B2B SaaS suite covering the entire digital transformation of an automotive workshop — from appointment booking to digital vehicle inspection, repair tracking, invoicing, and customer CRM.

This project had a particularity: it was the company’s first design project. There was no design department and no established process for collaboration between Marketing, Development and Design — I had to build that working process from scratch while delivering the project itself.

On top of that came several product challenges. First, as a small company in expansion, CAR needed to compete for and retain enterprise clients like SEAT and IVECO — clients who needed to see a provider that felt solid and established, not a small vendor. The previous website, with an illustrated blue-and-white aesthetic built entirely from generic icons, didn’t help convey that solidity. Second, the sales team reported that they struggled to explain the product in sales conversations: prospects often didn’t understand what CAR actually did, which made remote selling — without an in-person demo — particularly difficult. Third, the company’s expansion into Latin American and European markets required the website to work equally well for international audiences, not just Spain.

The process

I led the project end-to-end over 6 months. As the company’s first design project, much of the initial work involved establishing how Marketing, Development and Leadership would collaborate — defining how briefs were gathered, how design decisions were validated, and how assets were prepared for development — laying the foundations for the company’s design process going forward.

Building credibility through visual identity. I identified that the previous illustrated, icon-based blue-and-white aesthetic conveyed a small-company image that undermined trust with enterprise clients. I led the decision to move the site away entirely from that illustrated language and from stock photography, commissioning original photography and a corporate video, and personally oversaw every visual decision to ensure full consistency and a more solid, premium feel throughout.

Making a complex product understandable. Starting from direct feedback from the sales team — who confirmed recurring difficulty explaining the product in sales conversations — I designed a “happy path” flow: a general overview screen showing the full process at a glance, followed by dedicated deep-dive pages for each individual module (reception, repair, planner, mobility, invoice, customer). This let visitors grasp the big picture in seconds, then explore the specific capability relevant to them in depth.

Preparing the website for international expansion. I designed and coordinated the translation of the website into 5 languages, directly supporting the company’s expansion strategy into Latin American and European markets.

The result

One of CAR’s most significant clients acquired in 2025 came in directly through the website, requesting information with no prior contact — notable for a product that is typically difficult to sell remotely. The redesign has also generated several additional demo requests currently in the pipeline.

The website, now available in 5 languages, has directly supported the company’s growth in Latin American and European markets, expanding its international presence.

Beyond the outcome of the project itself, this work laid the foundations for the company’s design process, establishing how Design collaborates with Marketing, Development and Leadership on future projects.