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CASE 10 — GenAI · Search
Search that answers like a person
Case sheetCase No. 10
- Project
- Search that answers like a person
- Client
- Global automotive OEM
- Category
- GenAI · Search
- Year
- 2023–25
- Role
- Design + strategy lead
- Team
- Product, data and market teams
LeadAmit Chotia2023–25
GenAI · SearchThe short version
Car buyers don't search in model codes. A conversational search that lets them ask the way they'd ask a person — and moves them on to a shortlist, a test drive or a quote.
Outcome
55%
Search bounce down to 55% (from 63%) · traffic +5%
The brief
People don't search a car website in model codes and trim names. They ask for 'a reliable compact car with good fuel economy' or 'an affordable car for my family' — and the old site search answered with a list of links, or nothing.
I led design and strategy for generative AI site search across two phases, starting from a pitch for a conversational search that stays with the customer anywhere on the platform.
People don't search in model codes
They ask for ‘a reliable compact car with good fuel economy’, or ‘something affordable for my family’. The site search answered with a list of links — or nothing. We pitched a conversational search that could stay with the customer anywhere on the platform.
From a vague need to a shortlist
A persistent search component, with easy switching between new and used cars. Generative prompts tailored to each market, to help people begin or move their journey forward. A natural dialogue that narrows down, then hands off to a test drive or a quote — and customer data used to suggest relevant vehicles, accessories and services.
Phase one paid for phase two
Phase one lifted site-search traffic by 5% and brought bounce down from 63% to 55%. That was enough to secure client investment for phase two — and a 12-month plan: one GenAI proposal for search, GenAI inclusion in two or more other areas, 50+ designs based on user testing, and 4+ new ideas for the engagement.
The result
Phase one lifted site-search traffic by 5% and cut bounce from 63% to 55%. Phase two secured client investment for continued development.
- Take 1
- 63→55%
- Search bounce rate
- Take 2
- +5%
- Site-search traffic
- Take 3
- 2
- Phases funded
1Next · 11Open caseNext case · 11 / 12
Accessible on every brand, every release
Global automotive OEM · Accessibility · Governance · 2023—now
1,600+ pages, six brand themes and a monthly release train — audited, fixed, and then made to stay fixed.
CASE 10 — GenAI · Search
Search that answers like a person
Case sheetCase No. 10
- Project
- Search that answers like a person
- Client
- Global automotive OEM
- Category
- GenAI · Search
- Year
- 2023–25
- Role
- Design + strategy lead
- Team
- Product, data and market teams
LeadAmit Chotia2023–25
GenAI · SearchThe short version
Car buyers don't search in model codes. A conversational search that lets them ask the way they'd ask a person — and moves them on to a shortlist, a test drive or a quote.
Outcome
55%
Search bounce down to 55% (from 63%) · traffic +5%
The brief
People don't search a car website in model codes and trim names. They ask for 'a reliable compact car with good fuel economy' or 'an affordable car for my family' — and the old site search answered with a list of links, or nothing.
I led design and strategy for generative AI site search across two phases, starting from a pitch for a conversational search that stays with the customer anywhere on the platform.
People don't search in model codes
They ask for ‘a reliable compact car with good fuel economy’, or ‘something affordable for my family’. The site search answered with a list of links — or nothing. We pitched a conversational search that could stay with the customer anywhere on the platform.
From a vague need to a shortlist
A persistent search component, with easy switching between new and used cars. Generative prompts tailored to each market, to help people begin or move their journey forward. A natural dialogue that narrows down, then hands off to a test drive or a quote — and customer data used to suggest relevant vehicles, accessories and services.
Phase one paid for phase two
Phase one lifted site-search traffic by 5% and brought bounce down from 63% to 55%. That was enough to secure client investment for phase two — and a 12-month plan: one GenAI proposal for search, GenAI inclusion in two or more other areas, 50+ designs based on user testing, and 4+ new ideas for the engagement.
The result
Phase one lifted site-search traffic by 5% and cut bounce from 63% to 55%. Phase two secured client investment for continued development.
- Take 1
- 63→55%
- Search bounce rate
- Take 2
- +5%
- Site-search traffic
- Take 3
- 2
- Phases funded
1Next · 11Open caseNext case · 11 / 12
Accessible on every brand, every release
Global automotive OEM · Accessibility · Governance · 2023—now
1,600+ pages, six brand themes and a monthly release train — audited, fixed, and then made to stay fixed.
CASE 10 — GenAI · Search
Search that answers like a person
Case sheetCase No. 10
- Project
- Search that answers like a person
- Client
- Global automotive OEM
- Category
- GenAI · Search
- Year
- 2023–25
- Role
- Design + strategy lead
- Team
- Product, data and market teams
LeadAmit Chotia2023–25
GenAI · SearchThe short version
Car buyers don't search in model codes. A conversational search that lets them ask the way they'd ask a person — and moves them on to a shortlist, a test drive or a quote.
Outcome
55%
Search bounce down to 55% (from 63%) · traffic +5%
The brief
People don't search a car website in model codes and trim names. They ask for 'a reliable compact car with good fuel economy' or 'an affordable car for my family' — and the old site search answered with a list of links, or nothing.
I led design and strategy for generative AI site search across two phases, starting from a pitch for a conversational search that stays with the customer anywhere on the platform.
People don't search in model codes
They ask for ‘a reliable compact car with good fuel economy’, or ‘something affordable for my family’. The site search answered with a list of links — or nothing. We pitched a conversational search that could stay with the customer anywhere on the platform.
From a vague need to a shortlist
A persistent search component, with easy switching between new and used cars. Generative prompts tailored to each market, to help people begin or move their journey forward. A natural dialogue that narrows down, then hands off to a test drive or a quote — and customer data used to suggest relevant vehicles, accessories and services.
Phase one paid for phase two
Phase one lifted site-search traffic by 5% and brought bounce down from 63% to 55%. That was enough to secure client investment for phase two — and a 12-month plan: one GenAI proposal for search, GenAI inclusion in two or more other areas, 50+ designs based on user testing, and 4+ new ideas for the engagement.
The result
Phase one lifted site-search traffic by 5% and cut bounce from 63% to 55%. Phase two secured client investment for continued development.
- Take 1
- 63→55%
- Search bounce rate
- Take 2
- +5%
- Site-search traffic
- Take 3
- 2
- Phases funded
1Next · 11Open caseNext case · 11 / 12
Accessible on every brand, every release
Global automotive OEM · Accessibility · Governance · 2023—now
1,600+ pages, six brand themes and a monthly release train — audited, fixed, and then made to stay fixed.
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
That's a wrap.
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Write to meamitchotia9@gmail.com