Scaling Design Maturity at Carwow
Elevating design from delivery to strategy through people, process, and measurable impact.
Key Outcomes
700%
increase in monthly revenue
300%
increase in AB test success rates
9.1 / 10
team satisfaction score
In my role, I…
Defined and communicated the design vision and strategy for the car-selling vertical
Built and scaled the design team, hiring, onboarding, and developing 3 Product Designers
Created a design career ladder with clear expectations and growth paths
Established four product squads, embedding design ownership across B2C and B2B areas
Designed and implemented a design process framework to drive consistency and velocity
Set strategy and roadmap alignment with Product, Engineering, and Commercial teams
Mentored and coached designers, fostering autonomy, clarity, and confidence
Led process improvement initiatives that improved experiment success and delivery speed
Introduced AI-powered tools to speed up insight generation and decision-making
Context
Carwow is a leading automotive marketplace operating across the UK and Europe, connecting car buyers and sellers through both B2C and B2B experiences. When the company launched the car-selling vertical, I took on the responsibility of leading design for this new business area, which had no existing team, process, or design foundation.
As Senior Design Manager, I was responsible for scaling design maturity from the ground up while supporting the rapid growth of this new vertical. Over 1 year, we grew from having no dedicated design presence to a structured team of four product squads and three product designers, embedding design into strategy, delivery, and decision-making.
How I scaled design maturity across Carwow’s car-selling vertical, driving 700% monthly revenue growth.
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