November 6, 2025

FCA / Stellantis Website Redesign

Product Design · UX Strategy · Multi-Brand Ecosystem

As part of a ground-up redesign of Fiat Chrysler Automobiles’ (now Stellantis) digital presence, I helped lead the overhaul of their full suite of vehicle websites—including Jeep, Dodge, Chrysler, Ram, and Fiat.

This wasn’t just a facelift. It was a complete reimagining of how customers discover, navigate, and buy across five iconic brands—with one unified system powering it all.

🚙 A Seamless Shopping Experience, Rebuilt from Scratch

This wasn’t just a visual refresh, it was a complete rethinking of how people shop for vehicles across five major brands.

We redesigned every major touchpoint across the ecosystem:

  • A homepage experience shaped by real user intent
  • A unified, cross-brand global nav that made exploration feel effortless
  • A fully overhauled Build & Price tool that turned complexity into confidence
  • Vehicle landing pages optimized for discoverability and conversion
  • A new vehicle recommender tool to match users with the right model
  • A redesigned dealer locator with streamlined local inventory integration
  • A comparison tool that made side-by-side specs easy to scan and share
  • A mobile-friendly inventory search experience that actually worked
  • Plus dozens of supporting modules for offers, personalization, and dynamic pricing

The result? A responsive, component-based design system that could flex across Chrysler, Dodge, Jeep, Ram, and Fiat. Delivering a consistent, high-performance UX across the entire shopping journey.

🛠 Build & Price: From Confusing to Converting

We took one of the most complex tools in the automotive shopping journey—and made it feel effortless.

The redesigned Build & Price experience let users explore trims, customize features, and compare payment options in real time. Clear. Transparent. Actually usable.

📈 That clarity paid off:

+1200% increase in dealership leads, simply by making the experience make sense to real people.

💡 Outcomes

  • A responsive design system powering 5 brands
  • Scalable UI patterns for everything from homepage promos to vehicle cards
  • Mobile-first architecture built for speed and modularity
  • A measurable impact on both user engagement and lead generation