FIRST-TIME USER HOMEPAGE

We redesigned the first-time user homepage to better introduce the Carvana brand and create a more engaging entry point into the shopping experience.
The previous experience was dense and utility-focused, with limited visual hierarchy and little emphasis on storytelling. The new design introduces stronger imagery, clearer structure, and dedicated space for key brand moments—creating a more modern, approachable first impression.

ROLE

Senior Product Designer: Katy Cook

TEAM

Product design

TIMELINE

9 months

Hero

Shifted from a dense, utility-first layout to a more expressive, brand-forward hero with stronger imagery and clearer messaging. The updated design creates a more engaging first impression while guiding users into search more naturally.

Natural exploration

Reduced content density and introduced structured, card-based sections to better support browsing and discovery. The updated design makes it easier for users to explore relevant entry points without overwhelming them upfront.

Dedicated brand moments

Introduced dedicated spaces for brand storytelling and key moments, allowing content to feel more intentional and immersive. The updated design reinforces Carvana’s value proposition while maintaining clear paths into the shopping experience.

For first-time users, the homepage is less about efficiency and more about orientation.

We focused on creating a clear, engaging entry point—using visual hierarchy, brand storytelling, and guided discovery to help users understand what Carvana offers and where to go next.