Carma
2020 - Current
Buying a used car is traditionally an offline, high‑friction experience involving physical dealerships, limited transparency, and low trust. Carma set out to move this experience fully online, a challenging shift in an industry where customers expect to see, touch, and test a vehicle before committing.The core challenge was designing an experience that felt as trustworthy, informative, and reassuring as an in‑person dealership, while being significantly more convenient.
My roles
Product research
User testing
UX/UI Design
Design system
Web design
Carma
2020 - Current
Buying a used car is traditionally an offline, high‑friction experience involving physical dealerships, limited transparency, and low trust. Carma set out to move this experience fully online, a challenging shift in an industry where customers expect to see, touch, and test a vehicle before committing.The core challenge was designing an experience that felt as trustworthy, informative, and reassuring as an in‑person dealership, while being significantly more convenient.
My roles
Product research
User testing
UX/UI Design
Design system
Web design
Carma
2020 - Current
Buying a used car is traditionally an offline, high‑friction experience involving physical dealerships, limited transparency, and low trust. Carma set out to move this experience fully online, a challenging shift in an industry where customers expect to see, touch, and test a vehicle before committing.The core challenge was designing an experience that felt as trustworthy, informative, and reassuring as an in‑person dealership, while being significantly more convenient.
My roles
Product research
User testing
UX/UI Design
Design system
Web design
I came on as the primary designer from day one, responsible for designing the MVP to validate the product in market and helping define the brand and its touch points. Six years on and the product and business continues to grow, so has my remit. I continue to support the team in crafting their product experience, from the first interaction a customer has on their website, to the reminders and prompts as they await their new car to be delivered.
I came on as the primary designer from day one, responsible for designing the MVP to validate the product in market and helping define the brand and its touch points. Six years on and the product and business continues to grow, so has my remit. I continue to support the team in crafting their product experience, from the first interaction a customer has on their website, to the reminders and prompts as they await their new car to be delivered.
I came on as the primary designer from day one, responsible for designing the MVP to validate the product in market and helping define the brand and its touch points. Six years on and the product and business continues to grow, so has my remit. I continue to support the team in crafting their product experience, from the first interaction a customer has on their website, to the reminders and prompts as they await their new car to be delivered.
Traditionally the experience of purchasing a new car is fraught with uncertainty, information overload and the underlying feeling of getting ripped off, whether by a dealer or a used car salesperson. This was a challenge we were determined to overcome through offering customers a new, trust-filled, reliable way to purchase a car that gave the agency back to the buyer, not the seller. To do this, we needed the UX to be exceptional, the brand to be trustworthy and the end to end experience focused on giving agency and decision making power back into the customers hands.
Traditionally the experience of purchasing a new car is fraught with uncertainty, information overload and the underlying feeling of getting ripped off, whether by a dealer or a used car salesperson. This was a challenge we were determined to overcome through offering customers a new, trust-filled, reliable way to purchase a car that gave the agency back to the buyer, not the seller. To do this, we needed the UX to be exceptional, the brand to be trustworthy and the end to end experience focused on giving agency and decision making power back into the customers hands.
Traditionally the experience of purchasing a new car is fraught with uncertainty, information overload and the underlying feeling of getting ripped off, whether by a dealer or a used car salesperson. This was a challenge we were determined to overcome through offering customers a new, trust-filled, reliable way to purchase a car that gave the agency back to the buyer, not the seller. To do this, we needed the UX to be exceptional, the brand to be trustworthy and the end to end experience focused on giving agency and decision making power back into the customers hands.
Once launched in market, Carma grew rapidly with customers aligning with this new way of car purchasing. This success allowed me to expand the product offering through features focused on enhancing our customers exploration, research and decision-making abilities within the product. This included features such as a 'Help Me Choose' experience that crafted product recommendations based on what was most important for the individual customer, a car comparison tool giving customers the tools they need to drill down into car specs at their own pace and a virtual tour gallery of every car where key features and imperfections were highlighted.
Once launched in market, Carma grew rapidly with customers aligning with this new way of car purchasing. This success allowed me to expand the product offering through features focused on enhancing our customers exploration, research and decision-making abilities within the product. This included features such as a 'Help Me Choose' experience that crafted product recommendations based on what was most important for the individual customer, a car comparison tool giving customers the tools they need to drill down into car specs at their own pace and a virtual tour gallery of every car where key features and imperfections were highlighted.
Once launched in market, Carma grew rapidly with customers aligning with this new way of car purchasing. This success allowed me to expand the product offering through features focused on enhancing our customers exploration, research and decision-making abilities within the product. This included features such as a 'Help Me Choose' experience that crafted product recommendations based on what was most important for the individual customer, a car comparison tool giving customers the tools they need to drill down into car specs at their own pace and a virtual tour gallery of every car where key features and imperfections were highlighted.
Carma and their success is an excellent example of the immense impact of ensuring the customer problem is clear, deeply understood and kept at the centre of all decisions. Having the opportunity to drive the problem validation in market, be involved in customer research and feedback loops and own the end to end experience across brand and product has help shaped their success and developed me into a critical thinking, well-rounded designer. They even listed on the ASX in 2025!
Carma and their success is an excellent example of the immense impact of ensuring the customer problem is clear, deeply understood and kept at the centre of all decisions. Having the opportunity to drive the problem validation in market, be involved in customer research and feedback loops and own the end to end experience across brand and product has help shaped their success and developed me into a critical thinking, well-rounded designer. They even listed on the ASX in 2025!
Carma and their success is an excellent example of the immense impact of ensuring the customer problem is clear, deeply understood and kept at the centre of all decisions. Having the opportunity to drive the problem validation in market, be involved in customer research and feedback loops and own the end to end experience across brand and product has help shaped their success and developed me into a critical thinking, well-rounded designer. They even listed on the ASX in 2025!
