coches.net
A leading automotive marketplace evolving its user experience through research, culture, and scale.
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problem
As a high-traffic automotive marketplace matured, user expectations increased while product complexity continued to grow. Legacy workflows, limited research practices, and a small UX team made it difficult to consistently understand user needs and measure experience quality across critical journeys. Without shared metrics, clear UX strategy, or scalable team structures, aligning user satisfaction with business goals became increasingly challenging as the platform and organization expanded.
solution
Coches.net addressed these challenges by establishing UX as a strategic discipline embedded across the organization. Through the introduction of structured research practices, user-centered metrics, and a clear UX strategy, the platform evolved towards measurable, outcome-driven experiences. By scaling the UX team, defining roles and growth paths, and aligning UX initiatives with company OKRs, user satisfaction became a core driver of product and business decisions.
The transformation at coches.net was shaped by a long-term commitment to improving user experience from both a hands-on and leadership perspective. Over time, the role evolved from UX and web development execution to leading UX at an organizational level. This shift enabled the introduction of research as a foundation for decision-making, fostering a user-centered culture across product, design, and engineering teams.
Context
The transformation at Coches.net was shaped by a long-term commitment to improving user experience from both a hands-on and leadership perspective. Over a thirteen-year period, the role evolved from UX and web development execution to leading UX at an organizational level. This progression provided a deep understanding of the product, users, and technical constraints, creating a strong foundation for driving change at scale.
As the platform grew in complexity and traffic, UX needed to move beyond individual improvements and become a strategic discipline. This shift enabled the introduction of research as a core input for decision-making and helped establish a shared understanding of user needs across product, design, and engineering teams.
Building UX Foundations
The work focused on creating the structures required to scale UX sustainably. Research practices were formalized to inform product direction, replacing assumptions with evidence and making user insights accessible across teams. UX strategy provided clarity on priorities, helping teams align day-to-day decisions with long-term product goals.
To support team growth and balance, T-shaped profiles and a skill matrix were introduced. These frameworks helped define roles, expectations, and development paths, ensuring the team combined deep expertise with cross-functional versatility. This approach strengthened collaboration and reduced dependencies as the organization scaled.
Measurement and Alignment
User satisfaction became a measurable and shared outcome through the introduction of CSATs mapped to key user flows. Measuring experience at the journey level connected UX quality directly to product performance, shifting conversations from subjective opinions to observable impact. These insights helped teams identify friction points and prioritize improvements that mattered most to users.
CSATs and research findings were later integrated into company-level OKRs, aligning UX initiatives with broader business objectives. This alignment reinforced UX as a strategic driver rather than a support function, ensuring that user experience remained central to decision-making across the organization.
Team Growth and Impact
As UX maturity increased, the team scaled from two designers to a multidisciplinary group of eight. Hiring focused not only on craft, but on collaboration, ownership, and strategic thinking. Clear roles, shared principles, and consistent feedback practices helped maintain quality and cohesion as the team grew.
Together, these changes strengthened UX as an organizational capability at Coches.net. By combining research, strategy, metrics, and people development, the UX function evolved into a sustainable system that enabled better products, stronger alignment, and long-term impact across the platform.
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