Otokoç Car Listing Digital Transformation

In 1928, Otokoç began its journey with a single dealership, driven by a mission to build trust and reliability in the automotive sector in Turkey. Fast forward to today, Otokoç Otomotiv has become one of the largest and most respected conglomerates in Turkey.

Client: VitrA / Year: 2021

Products: Web Design & Mobile App Design

What I Did: UX/UI Research & Strategy, Information Architecture, Design Direction, UX/UI Design, Content Guidelines

The main challenge was reimagining the digital experience and transforming the website into B2C/C2C marketplace that serves as a platform connecting sellers and buyers, where both interact directly to complete the transaction. As we moved forward, it became clear that we needed to go beyond our usual process to fully capture their vision. I worked closely with the Otokoç team to understand the whole process of car listing and buying. A crucial aspect of our strategy was to create a platform that embraces a hybrid online-to-offline model, allowing customers to explore cars online and finalize their purchases either online or at physical hubs. 

Research & Design Process As part of the project, we received a comprehensive RFQ document from the brand, outlining detailed expectations and requirements. Based on thorough analysis of this document, it was clear that addressing each screen with precision was critical—not only to ensure full coverage of the scope but also to proactively identify areas for improvement. My design approach was therefore structured to go beyond the brief when necessary, offering optimization suggestions where user experience could be enhanced. Every screen was treated as an opportunity to improve usability, meet business objectives, and remain aligned with the brand's vision. Delivering complete, refined, and strategically guided designs was a key priority throughout the process.

Entering the vehicle listing industry was a brand new experience for me — one that came with its own set of unique challenges. It was a domain I hadn’t worked in before, and that unfamiliarity pushed me to dig deep and grow. To better understand the dynamics of this industry and enrich the user experience I was about to design, I took a research-driven approach. I analyzed numerous global platforms — from Carvana and AutoTrader to Edmunds and CarMax — to uncover best UX/UI practices, identify common pain points, and spot opportunities for differentiation.

As a first step in the project, I created a visual sitemap by listing out all the essential page types that needed to be designed. This helped me gain a clear understanding of the platform’s structure and allowed us to map out the entire user journey from the ground up. By laying out these foundational components early on, I was able to identify key interaction points and ensure that no critical screen or functionality would be overlooked. This initial mapping phase was instrumental in setting the direction for a cohesive, end-to-end design process. Given the scale and complexity of the project — and the fact that some pages had higher priority than others — I structured the overall design process into three phased delivery packages. This phased approach allowed me to focus on what mattered most in the early stages, ensuring that core user journeys were addressed first while still keeping the bigger picture in mind. By breaking the project into manageable packages, my team and I were able to streamline production, craft high-fidelity wireframes & UI design in parallek,and align more effectively with development timelines and stakeholder feedback loops.

Results Through thoughtful enhancements, we have transformed the Otokoç 2. El platform into a user-friendly space that not only meets but exceeds the expectations of modern car buyers and sellers. The key takeaway? I recognized the critical importance of thoroughly understanding how the system works in order to design a holistic user experience. Successful design is about willing to dive deeper to find the best solution.  With our collective deep thinking and co-design efforts alongside the brand team in hand, Otokoç team has publicly launched the first part of the digital transformation project — redesigned website with a wide range of B2C/C2C features —and then they launched the mobile application.

New Experiences & Learnings It was one of the most challenging projects I've taken on — and certainly one that pushed me out of my comfort zone. From navigating the complexities of the second-hand automotive industry to managing an intensive design scope with strategic precision, the project challenged me to grow both creatively and structurally. It demanded deep focus, discipline, adaptability, and a continuous commitment to aligning design decisions with business goals. Looking back, it was one of those projects that stretch your limits — and leave you better for it. As the UX Designer and Director, I was responsible for the overall UX/UI design process during 8 months — from discovery and information architecture (IA) to wireframes and final design of all core pages and userflows. I learned and applied best UX/UI practices for car industry created high-fidelity wireframes and was the main presenter of the project to all stakeholders and development teams. The entire process was a transformative experience both professionally and personally.