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2025
Designing a rule-based system to scale AI-generated automotive imagery across 200+ US dealerships.
Designing a rule-based system to scale AI-generated automotive imagery across 200+ US dealerships.
MY ROLE
Lead UX Design
TIMELINE
6 Months
RESPONSIBILITIES
UX Research
UX Research, Stakeholder Presentations, Prototyping, User Testing, UI Design.
Stakeholder Presentations
Prototyping
User Testing
UI Design
A talent acquisition platform seeking a compelling UX approach and immersive experience.
BMW STEP is amongst the most extensive technician training schemes across North America. They are recognized for their practical methodology and thorough enhancement of technical skills. Yet, their official website seemed antiquated and overloaded with content, lacking a narrative to support its value proposition. As a result, the site faced increased bounce rates, diminished traffic, and reduced page duration.
As automotive inventory scaled, a single-configuration image model became a structural risk.
Online marketing depends heavily on product images, and the same holds true for auto dealerships, whether selling new or used cars. Poor or missing images often lead to customer distrust or disinterest. The longer a car sits on the lot, the more it costs the dealer and reduces profit. Inventory GenAI helps solve this by generating AI-powered car backgrounds to speed up sales. However, the tool lacked scalability and a user experience matching its value.
As automotive inventory scaled, a single-configuration image model became a structural risk.
Online marketing depends heavily on product images, and the same holds true for auto dealerships, whether selling new or used cars. Poor or missing images often lead to customer distrust or disinterest. The longer a car sits on the lot, the more it costs the dealer and reduces profit. Inventory GenAI helps solve this by generating AI-powered car backgrounds to speed up sales. However, the tool lacked scalability and a user experience matching its value.
MY ROLE
Senior Product Designer
TIMELINE
3 Months
RESPONSIBILITIES
UI Design
Stakeholder Presentations
Prototyping
User Testing
As automotive inventory scaled, a single-configuration image model became a structural risk.
Online automotive marketing depends heavily on accurate Vehicle (VIN) level imagery. As inventory grew across trims, markets, and variations, the platform’s original architecture, built around one configuration applied to all VINs, started to break.
Small configuration changes could unintentionally impact hundreds of vehicles. Teams relied on manual overrides and workarounds to avoid mistakes.
Flexibility increased, but governance weakened.
The system was optimized for simplicity — not for scale.
As automotive inventory scaled, a single-configuration image model became a structural risk.
Online automotive marketing depends heavily on accurate Vehicle (VIN) level imagery. As inventory grew across trims, markets, and variations, the platform’s original architecture, built around one configuration applied to all VINs, started to break.
Small configuration changes could unintentionally impact hundreds of vehicles. Teams relied on manual overrides and workarounds to avoid mistakes.
Flexibility increased, but governance weakened.
The system was optimized for simplicity — not for scale.
Main Goals
Main Goals
Main Goals
Enable scalable configuration logic across growing VIN complexity
Reduce manual mapping errors
Increase governance without sacrificing flexibility
Future-proof the system for market-level variations
Initial Challenge
Initial Challenge
The original architecture optimized for simplicity but not scale. As inventory grew, edge cases multiplied. Teams were hacking workarounds.
The original architecture optimized for simplicity but not scale. As inventory grew, edge cases multiplied. Teams were hacking workarounds.
Research
Research
For this project, I relied on competitive and comparative analysis in order to gather UX standards that support the project goals, and to dovetail them in a seamless and elegant way.
For this project, I relied on competitive and comparative analysis in order to gather UX standards that support the project goals, and to dovetail them in a seamless and elegant way.
For this project, I relied on competitive and comparative analysis in order to gather UX standards that support the project goals, and to dovetail them in a seamless and elegant way.
UX Strategy
UX Strategy
Instead of extending the single-config model, we re-architected the system to support:
Multiple configurations per VIN
Scoped rule-based application
Permission-based overrides
Visualized impact before deployment
This shifted the platform from static assignment to dynamic logic orchestration. The design challenge became one of containment — shaping complexity instead of hiding it.
Instead of extending the single-config model, we re-architected the system to support:
Multiple configurations per VIN
Scoped rule-based application
Permission-based overrides
Visualized impact before deployment
This shifted the platform from static assignment to dynamic logic orchestration. The design challenge became one of containment — shaping complexity instead of hiding it.
IMPACT
IMPACT
IMPACT
~30%
time on task reduction
~30%
time on task reduction
~30%
time on task reduction
~30%
time on task reduction
200+ US dealers
using this solution for speed to market
200+ US dealers
using this solution for speed to market
200+ US dealers
using this solution for speed to market
200+ US dealers
using this solution for speed to market
+19%
coverage of VINs' background images
+19%
coverage of VINs' background images
+19%
coverage of VINs' background images
+19%
coverage of VINs' background images
DESIGN EVOLUTION
DESIGN EVOLUTION
EVOLUTION
1
PoC Experimental Version
First version had all controls in one side panel, making the config experience painful and convoluted
1
PoC Experimental Version
First version had all controls in one side panel, making the config experience painful and convoluted
1
PoC Experimental Version
First version had all controls in one side panel, making the config experience painful and convoluted
1
PoC Experimental Version
First version had all controls in one side panel, making the config experience painful and convoluted
2
Scalable Version
Flows divided by context, with config gallery and allowing for scalability
2
Scalable Version
Flows divided by context, with config gallery and allowing for scalability
2
Scalable Version
Flows divided by context, with config gallery and allowing for scalability
2
Scalable Version
Flows divided by context, with config gallery and allowing for scalability
3
Presets and Prompt Integration
User can edit image in real time, define presets and remix images via prompts
3
Presets and Prompt Integration
User can edit image in real time, define presets and remix images via prompts
3
Presets and Prompt Integration
User can edit image in real time, define presets and remix images via prompts
3
Presets and Prompt Integration
User can edit image in real time, define presets and remix images via prompts
TRADE-OFFS
TRADE-OFFS
TRADE-OFFS
1. Automation vs Creative Control
Moving from manual asset dependency to AI-assisted background generation required balancing automation with user autonomy.
Decision
Why
Risk
Mitigation
Removed manual mask upload requirement
Reduce friction & technical dependency
Loss of precision control
AI-generated perspective & foreground adjustment
Introduced pre-built background library
Improve speed & reliability
Visual sameness across dealers
Allow custom uploads & remix capability
Enabled AI-generated backgrounds via prompt
Expand creative flexibility
Unpredictable visual outputs
Real-time preview before final render
Added remix functionality
Encourage iteration
Asset sprawl
Presets + save & organize system
1. Automation vs Creative Control
Moving from manual asset dependency to AI-assisted background generation required balancing automation with user autonomy.
Decision
Why
Risk
Mitigation
Removed manual mask upload requirement
Reduce friction & technical dependency
Loss of precision control
AI-generated perspective & foreground adjustment
Introduced pre-built background library
Improve speed & reliability
Visual sameness across dealers
Allow custom uploads & remix capability
Enabled AI-generated backgrounds via prompt
Expand creative flexibility
Unpredictable visual outputs
Real-time preview before final render
Added remix functionality
Encourage iteration
Asset sprawl
Presets + save & organize system
1. Automation vs Creative Control
Moving from manual asset dependency to AI-assisted background generation required balancing automation with user autonomy.
Decision
Why
Risk
Mitigation
Removed manual mask upload requirement
Reduce friction & technical dependency
Loss of precision control
AI-generated perspective & foreground adjustment
Introduced pre-built background library
Improve speed & reliability
Visual sameness across dealers
Allow custom uploads & remix capability
Enabled AI-generated backgrounds via prompt
Expand creative flexibility
Unpredictable visual outputs
Real-time preview before final render
Added remix functionality
Encourage iteration
Asset sprawl
Presets + save & organize system
2. Flexibility vs Governance (Config Application)
Increasing granularity in configuration targeting introduced scalability — but also governance risks.
Decision
Why
Risk
Mitigation
Moved from single-config-for-all to scoped configs
Enable VIN-level control
Configuration sprawl
Filter-based segmentation
Allowed manual VIN selection
Support edge cases
Human error
Clear visual VIN list & removable selection chips
Added rule-based filters
Reduce unintended application
Harder mental model
Visual mapping of applied scope
Introduced preset saving & sharing
Improve reuse across teams
Inconsistent brand application
Centralized preset management
2. Flexibility vs Governance (Config Application)
Increasing granularity in configuration targeting introduced scalability — but also governance risks.
Decision
Why
Risk
Mitigation
Moved from single-config-for-all to scoped configs
Enable VIN-level control
Configuration sprawl
Filter-based segmentation
Allowed manual VIN selection
Support edge cases
Human error
Clear visual VIN list & removable selection chips
Added rule-based filters
Reduce unintended application
Harder mental model
Visual mapping of applied scope
Introduced preset saving & sharing
Improve reuse across teams
Inconsistent brand application
Centralized preset management
2. Flexibility vs Governance (Config Application)
Increasing granularity in configuration targeting introduced scalability — but also governance risks.
Decision
Why
Risk
Mitigation
Moved from single-config-for-all to scoped configs
Enable VIN-level control
Configuration sprawl
Filter-based segmentation
Allowed manual VIN selection
Support edge cases
Human error
Clear visual VIN list & removable selection chips
Added rule-based filters
Reduce unintended application
Harder mental model
Visual mapping of applied scope
Introduced preset saving & sharing
Improve reuse across teams
Inconsistent brand application
Centralized preset management
3. Power vs Usability (Editing Experience)
Making the system more powerful required rethinking interaction to prevent cognitive overload.
Decision
Why
Risk
Mitigation
Replaced numeric input positioning with drag-and-resize
Improve intuitiveness
Less granular precision
Maintain numeric inputs as optional advanced control
Enabled real-time preview
Reduce trial-and-error rendering
Performance load
Optimized preview rendering before final output
Removed render-first editing model
Shorten feedback loop
Overconfidence in preview accuracy
Clear distinction between preview and final render
Added visual state indicators (active, rendering, applied)
Improve clarity
UI density
Hierarchical layout + controlled spacing
3. Power vs Usability (Editing Experience)
Making the system more powerful required rethinking interaction to prevent cognitive overload.
Decision
Why
Risk
Mitigation
Replaced numeric input positioning with drag-and-resize
Improve intuitiveness
Less granular precision
Maintain numeric inputs as optional advanced control
Enabled real-time preview
Reduce trial-and-error rendering
Performance load
Optimized preview rendering before final output
Removed render-first editing model
Shorten feedback loop
Overconfidence in preview accuracy
Clear distinction between preview and final render
Added visual state indicators (active, rendering, applied)
Improve clarity
UI density
Hierarchical layout + controlled spacing
3. Power vs Usability (Editing Experience)
Making the system more powerful required rethinking interaction to prevent cognitive overload.
Decision
Why
Risk
Mitigation
Replaced numeric input positioning with drag-and-resize
Improve intuitiveness
Less granular precision
Maintain numeric inputs as optional advanced control
Enabled real-time preview
Reduce trial-and-error rendering
Performance load
Optimized preview rendering before final output
Removed render-first editing model
Shorten feedback loop
Overconfidence in preview accuracy
Clear distinction between preview and final render
Added visual state indicators (active, rendering, applied)
Improve clarity
UI density
Hierarchical layout + controlled spacing
Old Version
Old Version
Old Version
New Version
New Version
New Version
HIGHLIGHTS
HIGHLIGHTS
HIGHLIGHTS
Image Editing
A dedicated workspace for composing the final vehicle image before rendering. Users can select from curated background presets, remix or generate new environments, and precisely position and scale the car in real time. The goal was to shorten the feedback loop and give users full visual control before committing to the final output.
Naming and Filtering
Configurations can be clearly named and scoped to specific VINs using filters or manual selection. This ensures long-term manageability as inventory scales, while preventing unintended application across vehicles. Granular targeting transforms configurations from global settings into controlled, intentional actions.
Config Gallery
A centralized view of all configurations, their status, and the VIN segments they affect. Users can duplicate, customize, or remove configs as needed; promoting reuse while maintaining clarity and oversight. The gallery reinforces visibility and governance across the system.
VIN Details
A detailed view of each vehicle and the configuration currently applied to it. From this page, users can trace configuration logic and navigate directly to the source config if adjustments are required. This creates transparency at the vehicle level and reduces ambiguity when managing large inventories.
Image Editing
A dedicated workspace for composing the final vehicle image before rendering. Users can select from curated background presets, remix or generate new environments, and precisely position and scale the car in real time. The goal was to shorten the feedback loop and give users full visual control before committing to the final output.
Naming and Filtering
Configurations can be clearly named and scoped to specific VINs using filters or manual selection. This ensures long-term manageability as inventory scales, while preventing unintended application across vehicles. Granular targeting transforms configurations from global settings into controlled, intentional actions.
Config Gallery
A centralized view of all configurations, their status, and the VIN segments they affect. Users can duplicate, customize, or remove configs as needed; promoting reuse while maintaining clarity and oversight. The gallery reinforces visibility and governance across the system.
VIN Details
A detailed view of each vehicle and the configuration currently applied to it. From this page, users can trace configuration logic and navigate directly to the source config if adjustments are required. This creates transparency at the vehicle level and reduces ambiguity when managing large inventories.
Image Editing
A dedicated workspace for composing the final vehicle image before rendering. Users can select from curated background presets, remix or generate new environments, and precisely position and scale the car in real time. The goal was to shorten the feedback loop and give users full visual control before committing to the final output.
Naming and Filtering
Configurations can be clearly named and scoped to specific VINs using filters or manual selection. This ensures long-term manageability as inventory scales, while preventing unintended application across vehicles. Granular targeting transforms configurations from global settings into controlled, intentional actions.
Config Gallery
A centralized view of all configurations, their status, and the VIN segments they affect. Users can duplicate, customize, or remove configs as needed; promoting reuse while maintaining clarity and oversight. The gallery reinforces visibility and governance across the system.
VIN Details
A detailed view of each vehicle and the configuration currently applied to it. From this page, users can trace configuration logic and navigate directly to the source config if adjustments are required. This creates transparency at the vehicle level and reduces ambiguity when managing large inventories.
USER TESTING
USER TESTING
TESTS
The tests validated not only usability improvements, but the structural soundness of the configuration model at scale.
Power users were able to execute scale tasks, with no friction
Tests indicated smaller issues for novice users, regarding Vehicles page navigation, which was solved for final version
Guardrailing was essential to prevent novice users from interfering in global configurations for auto images. So I needed to isolate the "Config" control in a specific screen, for Admins
The tests validated not only usability improvements, but the structural soundness of the configuration model at scale.
Power users were able to execute scale tasks, with no friction
Tests indicated smaller issues for novice users, regarding Vehicles page navigation, which was solved for final version
Guardrailing was essential to prevent novice users from interfering in global configurations for auto images. So I needed to isolate the "Config" control in a specific screen, for Admins
The tests validated not only usability improvements, but the structural soundness of the configuration model at scale.
Power users were able to execute scale tasks, with no friction
Tests indicated smaller issues for novice users, regarding Vehicles page navigation, which was solved for final version
Guardrailing was essential to prevent novice users from interfering in global configurations for auto images. So I needed to isolate the "Config" control in a specific screen, for Admins
The tests validated not only usability improvements, but the structural soundness of the configuration model at scale.
Power users were able to execute scale tasks, with no friction
Tests indicated smaller issues for novice users, regarding Vehicles page navigation, which was solved for final version
Guardrailing was essential to prevent novice users from interfering in global configurations for auto images. So I needed to isolate the "Config" control in a specific screen, for Admins
LEARNINGS
LEARNINGS
LEARNINGS
Enterprise complexity cannot be removed — it must be shaped.
Enterprise systems naturally accumulate complexity as they scale across markets, users, and edge cases. Oversimplifying them only displaces that complexity into manual workarounds and hidden risks. The real challenge is structuring complexity so it becomes understandable, governable, and intentional.
Enterprise complexity cannot be removed — it must be shaped.
Enterprise systems naturally accumulate complexity as they scale across markets, users, and edge cases. Oversimplifying them only displaces that complexity into manual workarounds and hidden risks. The real challenge is structuring complexity so it becomes understandable, governable, and intentional.
Enterprise complexity cannot be removed — it must be shaped.
Enterprise systems naturally accumulate complexity as they scale across markets, users, and edge cases. Oversimplifying them only displaces that complexity into manual workarounds and hidden risks. The real challenge is structuring complexity so it becomes understandable, governable, and intentional.
Enterprise complexity cannot be removed — it must be shaped.
Enterprise systems naturally accumulate complexity as they scale across markets, users, and edge cases. Oversimplifying them only displaces that complexity into manual workarounds and hidden risks. The real challenge is structuring complexity so it becomes understandable, governable, and intentional.
Flexibility without constraints creates operational chaos.
Flexibility at scale is powerful — but without structure, it leads to configuration sprawl and inconsistent behavior. Guardrails, scoped rules, and permissions ensure autonomy doesn’t compromise reliability. Sustainable flexibility always depends on clear boundaries.
Flexibility without constraints creates operational chaos.
Flexibility at scale is powerful — but without structure, it leads to configuration sprawl and inconsistent behavior. Guardrails, scoped rules, and permissions ensure autonomy doesn’t compromise reliability. Sustainable flexibility always depends on clear boundaries.
Flexibility without constraints creates operational chaos.
Flexibility at scale is powerful — but without structure, it leads to configuration sprawl and inconsistent behavior. Guardrails, scoped rules, and permissions ensure autonomy doesn’t compromise reliability. Sustainable flexibility always depends on clear boundaries.
Flexibility without constraints creates operational chaos.
Flexibility at scale is powerful — but without structure, it leads to configuration sprawl and inconsistent behavior. Guardrails, scoped rules, and permissions ensure autonomy doesn’t compromise reliability. Sustainable flexibility always depends on clear boundaries.
The hardest part of scaling systems is preventing accidental power.
As systems grow more powerful, the real risk becomes unintended impact. Small changes can propagate at scale without warning. Designing for growth means introducing previews, boundaries, and friction that prevent silent amplification of errors.
The hardest part of scaling systems is preventing accidental power.
As systems grow more powerful, the real risk becomes unintended impact. Small changes can propagate at scale without warning. Designing for growth means introducing previews, boundaries, and friction that prevent silent amplification of errors.
The hardest part of scaling systems is preventing accidental power.
As systems grow more powerful, the real risk becomes unintended impact. Small changes can propagate at scale without warning. Designing for growth means introducing previews, boundaries, and friction that prevent silent amplification of errors.
The hardest part of scaling systems is preventing accidental power.
As systems grow more powerful, the real risk becomes unintended impact. Small changes can propagate at scale without warning. Designing for growth means introducing previews, boundaries, and friction that prevent silent amplification of errors.
Governance mechanisms must be visible, not hidden.
Permissions and rule logic cannot remain invisible backend decisions. When governance is opaque, users act cautiously or make unintended mistakes. Making control mechanisms explicit transforms governance from restriction into clarity and confidence.
Governance mechanisms must be visible, not hidden.
Permissions and rule logic cannot remain invisible backend decisions. When governance is opaque, users act cautiously or make unintended mistakes. Making control mechanisms explicit transforms governance from restriction into clarity and confidence.
Governance mechanisms must be visible, not hidden.
Permissions and rule logic cannot remain invisible backend decisions. When governance is opaque, users act cautiously or make unintended mistakes. Making control mechanisms explicit transforms governance from restriction into clarity and confidence.
Governance mechanisms must be visible, not hidden.
Permissions and rule logic cannot remain invisible backend decisions. When governance is opaque, users act cautiously or make unintended mistakes. Making control mechanisms explicit transforms governance from restriction into clarity and confidence.
