CarGurus AI - Car Compare
UX Design · AI Integration · Strategy & Research
In this case study, I’ll share my experience designing an AI-powered car comparison tool for CarGurus. The goal was to help users in the early stages of car shopping compare vehicles quickly and meaningfully - using data, user reviews, and editorial-style insights generated by AI.
Throughout the project, I focused on designing a seamless, intuitive experience that would make complex vehicle data easy to explore, while keeping users engaged on the CarGurus platform earlier in their buying journey.
Context & Challenge
CarGurus helps users find and buy cars, but we’ve lacked tools to support the research phase, where shoppers explore and compare vehicles before they’re ready to purchase. Competitors like Kelley Blue Book and Edmunds offer rich editorial content and comparison tools that draw users in early.
We have the data - vehicle specs, reviews, and pricing trends, but not the content team to turn it into meaningful insights at scale.
The challenge: How might we use AI to transform raw data into a smart, engaging comparison experience that helps users research cars, and keeps them on CarGurus longer?
Approach & Process
We started by aligning with stakeholders on goals and success metrics, then conducted a competitive audit to understand how top platforms like Edmunds and KBB handle car comparisons.
To uncover user needs, we analyzed site behavior, mined internal data, and conducted moderated user interviews. We used AI tools and "deep-research" to help synthesize insights; clustering feedback, identifying key friction points, and comparing findings across sources.
From there, we ideated and prototyped core experiences, using AI-generated content to simulate editorial-style comparisons and feature summaries. We tested early concepts through moderated usability sessions and unmoderated tests via UserTesting.com, iterating quickly based on clarity, trust, and engagement.
Throughout, AI supported both the design and content workflows, helping us move fast without sacrificing quality.
Solution
We designed an AI-powered car comparison tool that delivers editorial-style content at scale, something previously impossible given the limitless combinations of makes, models, and trims.
Using AI, we generated dynamic content including vehicle summaries, feature breakdowns, and side-by-side comparisons. Each comparison included a high-level CarGurus recommendation to help users make confident decisions faster.
We also integrated user reviews and relevant video content—two of the most trusted formats among car shoppers. By combining AI-generated editorial insights with authentic user-generated content, we created a rich, flexible comparison experience that felt personalized, trustworthy, and complete.
Outcome
Impact & Reflection
The comparison tool drove a 30% increase in engagement on comparison pages and a 12% lift in time spent during the research phase. Most importantly, we saw an uplift in conversions to the SRP (search results page), a key signal of purchase intent.
Beyond performance, the project highlighted a major strategic insight: investing in the research phase of the car shopping journey is critical. By meeting users earlier, when they're exploring options and building confidence, we can better guide them through the funnel and keep them in the CarGurus ecosystem longer.
It also reinforced that scalable AI content, when combined with thoughtful UX and real user feedback, can create high-impact experiences that feel both smart and trustworthy.
