THE CHALLENGE

Overview
The Sunday Times Driving platform was primarily focused on vehicle classifieds, with editorial content playing a secondary role. Audience engagement was declining as users increasingly turned to specialist automotive platforms such as Auto Trader and Cars.com for research, comparison and purchasing decisions.

Following a major commercial partnership with Kia, News UK needed to reposition the platform as a content-led automotive destination while continuing to support revenue and sponsorship objectives.

This required a fundamental rethink of the information architecture, content hierarchy and user experience to better balance journalism, reviews, branded content and vehicle discovery.

My role
I was brought in as Lead UX Designer to define the experience strategy and lead the redesign of the platform.

Working alongside the Creative Director, a UX consultant and a multidisciplinary development team, I was responsible for defining the user experience, redesigning key journeys and validating design decisions through usability testing.

Delivered within a six-week timeframe, the project required alignment across editorial, commercial and product stakeholders while balancing audience needs, business objectives and sponsorship requirements.