My Role & Activities
This was a pivotal project in my career as both a UX designer and digital product leader. At project inception, I designed and developed an early prototype of a vehicle accessory configurator website, working primarily in Photoshop and Dreamweaver. The prototype demonstrated various vehicle and accessory configurations and became the key tool for securing investor funding to formally launch Ballyhoo Autoware.
Ballyhoo Autoware – Lead Product Manager & UX Design Lead
Project: Vehicle Accessory Configurator (Web, App & Dealership Kiosk)
Once funded, I led the full product discovery process, analyzing potential dealership customers and gathering requirements for both the web and app versions of the Ballyhoo system. As the lead UX designer, I created user flows, wireframes, and high-fidelity designs to power the dealer-facing app and showroom kiosk experience. I also served as the lead product manager, overseeing an internal team of 4 designers, 2 accessory data specialists, and an offshore design team, ensuring alignment across design, data, and engineering.
Problem We Solved
Dealerships lacked effective tools to engage buyers in personalizing their new vehicles with aftermarket accessories—an untapped revenue opportunity. F&I and Parts departments struggled to visually demonstrate how add-ons (such as rims, window tinting, or wraps) would look on a customer’s exact vehicle.
The Ballyhoo Autoware Configurator solved this problem by allowing customers and sales teams to:
Select year, make, model, trim, and color of a vehicle
Instantly visualize accessories and customizations
Use the tool in guided sales presentations, dealership kiosks, or independently via an app
Outcome
The Ballyhoo Autoware platform quickly gained traction in the automotive retail industry, providing dealerships with an innovative, interactive tool to increase aftermarket sales. Its success positioned Ballyhoo as a direct competitor to leading dealership software providers.
In 2015, Ballyhoo was acquired by Reynolds and Reynolds, one of the largest dealership software companies in North America, validating the product’s innovation and market impact.
Business Impact
Helped dealerships increase per-vehicle revenue through aftermarket accessory sales
Differentiated Ballyhoo in the automotive retail tech market, leading to a successful acquisition
Positioned digital personalization as a new sales strategy for dealerships
User Impact
Dealership sales teams gained an interactive, visual sales tool to guide buyers through accessory options
Car buyers enjoyed an engaging, self-service experience through the Ballyhoo Studio app and kiosk, allowing them to personalize their vehicles with confidence before finalizing their purchase