Designed and developed a premium

Designed and developed a premium automotive website for Armstrong’s, one of New Zealand’s largest independent automotive retail groups, representing more than 20 vehicle brands across Auckland, Wellington, Christchurch, and Dunedin.

The challenge was to create a digital experience capable of representing a large multi-brand dealership network without making the customer journey feel complicated. Instead of treating the website as a simple car dealership site, the experience brings vehicle discovery, servicing, finance, fleet solutions, parts, accessories, and after-sales support together within one cohesive platform.

A major focus was vehicle discovery and conversion. Visitors can browse new and used vehicles, explore different automotive brands, view the latest arrivals, register their interest, and book test drives. The website's brand architecture makes it possible to navigate between mainstream, luxury, commercial, electric, and specialist vehicle offerings while keeping the overall experience consistent.

The website also supports customers beyond the initial vehicle purchase. Dedicated sections for servicing and repairs communicate access to qualified, factory-trained technicians, diagnostic repairs, WOF inspections, warranty work, and maintenance for all makes and models. Genuine parts and accessories are also presented as part of the wider ownership experience.

From a UI/UX perspective, I focused on creating clear pathways for different customer intents — someone looking to buy a vehicle, sell or trade in their car, book a service, find genuine parts, or locate a nearby dealership should be able to reach the relevant information quickly.

The multi-location experience was particularly important. Armstrong’s operates dealerships and service centres across Auckland, Wellington, Christchurch, and Dunedin, so location discovery and dealership-specific information were integrated into the broader website architecture.

The platform also accommodates Armstrong’s B2B fleet offering, presenting tailored solutions for SMEs, corporate fleets, government departments, and other businesses. Fleet customers can explore vehicle procurement, leasing, fleet optimisation, lifecycle management, and vehicle disposal services.

Strong brand storytelling was another key element. Rather than positioning Armstrong’s purely around vehicles, the website communicates the company's people-first philosophy, community involvement, dealership network, and long-term customer relationships — reinforcing the idea that the customer experience continues well beyond the initial sale.

The result is a scalable, responsive automotive website that combines vehicle discovery, multi-brand navigation, dealership location architecture, service booking, trade-in journeys, fleet solutions, and brand storytelling into a unified digital experience designed to support customers throughout the entire vehicle ownership journey.

Key Focus Areas: • Automotive Dealership Website Design • Multi-Brand Automotive Website • New & Used Vehicle Discovery • Automotive UI/UX Design • Responsive Web Design • Vehicle Search & Lead Generation • Test Drive & Enquiry Journeys • Trade-In & Vehicle Valuation Experience • Multi-Location Website Architecture • Automotive Service & Maintenance Pages • Parts & Accessories Presentation • Fleet & Business Vehicle Solutions • Local SEO-Friendly Structure • Conversion-Focused User Experience • Premium Automotive Brand Presentation