05 — AutoScout24 · SMG
List a vehicle
Two roles, one flow · 8 steps
Redesigned the entire listing process: simple for private sellers, flexible for professionals — with exactly the functions relevant to each role.
Step 1: identify the vehicle — plate first, not a form desert.
- Role
- Senior product designer
- Timeline
- SMG · AutoScout24 Switzerland
- Duration
- End-to-end flow
- Team
- Product design, product management
- Platform
- Web · B2C & B2B
2
Roles in one flow
8
Clear steps
B2B/B2C
No mid-point compromise
Context
Two users, one completion.
Listing on AutoScout24 serves private sellers who rarely sell, and dealers who feed the flow every day. Together with product design and product management I rebuilt the process from capture through price and package to publish.
Problem
Too heavy for private. Too small for trade.
- 01
A flow that fits no one
Private sellers got lost in fields. Dealers lost time because professional paths were missing.
- 02
Data depth versus courage to start
Dozens of attributes, photos, extras, price, package, payment. Show it all at the start and nobody begins.
- 03
Drop-off is expensive
Every needless required field is a lost listing. Trust comes from pace and clarity, not completeness in step 1.
What we did not build
No compromise in the middle.
- 01
Role first
No shared flow that optimises the average and loses both. Private sellers are guided, dealers keep the power.
- 02
Start without completeness
Not all attributes in step 1. Required fields late. Otherwise nobody starts.
- 03
Dealer bulk stays dealer bulk
No simplified pro mode. Adaptive paths, the same step logic, different depth.
Role
Recut the process, do not reshuffle the fields.
I conceived and shipped the flow with product-design colleagues. Product management held priority and insight. My share: structure, steps, adaptive logic, prototypes.
- As-is analysis and friction in the old flow
- Adaptive concept private vs. dealer
- Sequence, defaults, progress, prototype
- Implementation with engineering
Process
Role early. Relevance after.
- 01
Identify the vehicle
Plate, type approval, VIN — inherit data instead of typing it.
- 02
Adaptive steps
After private or dealer, only the fields that role needs.
- 03
Smart defaults
Templates, price suggestions, inherited extras. Pros gain minutes, private sellers gain courage.
- 04
Progress visible
Eight steps, clear position, help in context. Required fields late, not up front.
Insight
Two optimal experiences, no compromise in the middle.
The flow has to recognise the role. Otherwise you optimise the average — and lose both.
Private sellers get a guided, lean path. Dealers get bulk, templates, full data depth. The same step logic, different power.
Solution
From plate to payment, without a break.
Start with identification, then selection, technical data, images, contact, package, payment. Each step has one job. No step carries the weight of the whole listing.
Impact
One process, two optimal paces.
Private sellers are guided. Dealers keep full power. The flow detects the role early and does not burden anyone with the other world. This is conversion work on a core marketplace process.
2
Roles in one flow
8
Clear steps
B2B/B2C
No mid-point compromise
Reflection
Keep
Role as the first decision. Everything else gets easier once the flow knows who it is speaking to.
Do differently
Separate dealer bulk even more boldly from the private path. Adaptive can be more invisible.