Automotive Management Services Inc. (AMSI) manages all digital advertising for its car dealership clients, spanning major brands from Aston Martin to Volvo. The company faced significant challenges in managing and creating website add-ons, display ads, and email campaigns due to the lack of a project management system and frequent issues with compliance, accessibility, and coding errors.

• Increased task efficiency by 400%
• Reduced accessibility, compliance, and coding issues by 90%

Challenges

AMSI's workflow was a bit chaotic, with no project management system in place to streamline operations. Digital assets, including webpages, email campaigns, and ads, often suffered from errors in coding, accessibility, and responsiveness, leading to potential penalties for OEM compliance violations.

Additionally, long development times and a lack of integration between teams created bottlenecks, impacting the delivery and quality of assets. AMSI needed a centralized system to manage projects, track performance, and ensure compliance across all deliverables.

My Approach

To tackle these challenges, I began by conducting extensive research into the functions of every role within the agency. This allowed me to identify pain points and gaps in the workflow. Based on these findings, I conceptualized and designed "Phalanx," a comprehensive system to build, track, and optimize digital assets. Phalanx featured drag-and-drop functionality, real-time analytics integration, and error-free, OEM-compliant code generation, addressing AMSI's core inefficiencies.

Collaboration with account executives and OEM compliance teams was critical to understanding the specific requirements and goals of each campaign. For custom projects, I either built assets from scratch or utilized high-performing templates as a foundation. Leveraging data from tools like Google Analytics, Visual Web Optimizer, and Campaigner, I analyzed the performance of assets, identified areas for improvement, and iterated on designs to enhance effectiveness.

One of the most impactful projects was redesigning vehicle search modules for client homepages. By analyzing heat mapping and interaction metrics, we identified two distinct user groups: those with a specific make and model in mind and those with only a general idea. Through A/B testing, we implemented and optimized three variants of the module: dropdowns for year, make, and model; clickable images for body types; and a combination of both. This iterative approach ensured the module catered to diverse user preferences while improving engagement and usability.

Solutions

Phalanx became the centerpiece of AMSI’s transformation. Designed as a custom WordPress theme with custom plugins, it automated the generation of digital assets such as websites, email campaigns, ads, and landing pages. The system included a UI component library built with HTML, CSS, Sass, JavaScript, and PHP, enabling users to create OEM-compliant, responsive assets quickly and efficiently. Phalanx was responsible for at least 90% of the digital assets produced, with highly custom projects handled manually.

The system also incorporated job management, staff performance reporting, budget tracking, and client relationship management features, addressing broader operational gaps. User testing with SEO, email, ad, and account management teams ensured that Phalanx aligned with their daily workflows and goals. I conducted usability tests to identify pain points and refine user paths, resulting in a seamless experience for internal teams.

Additionally, I implemented rigorous testing protocols using tools like Litmus and cross-browser testing to eliminate errors in responsiveness and accessibility. Optimized templates were informed by performance data from analytics tools, ensuring assets were both effective and compliant. These changes not only reduced errors but also saved clients from potential penalties related to OEM compliance violations.

Key Takeaways

My work at AMSI demonstrated the power of combining user-centered design with technical innovation to solve complex organizational challenges. By developing Phalanx, I addressed inefficiencies, ensured compliance, and enhanced task efficiency by 400%. The system transformed AMSI’s digital operations, enabling the team to consistently deliver high-quality, data-driven assets. This case study highlights my ability to identify organizational pain points, design scalable solutions, and lead cross-functional collaboration to drive measurable results.

Phalanx Generated Email Example