Defining Dealerware's innovation, usability, and operational efficiency to create clear market differentiation—doubling revenue and becoming profitable.
At Dealerware, I worked as a Senior Product Designer on software that helps dealerships manage fleets of connected vehicles for service loaner and rental programs. I contributed to both B2B and B2C experiences—everything from setting up fleets and employee workflows to integrating with partners and improving reporting tools.
Because of the scale and complexity of the product, I got to work closely with customers, explore different design approaches, and wear a lot of hats. Along the way, I found ways to bring value by blending research methods, asking the right questions to align with business goals, and using design to tell real customer stories. Dealerware is used by thousands of dealerships across North America, and I’m proud of the role I played in making that experience simpler, smarter, and more efficient—ultimately helping to bring the company to profitability with a well designed product for the market.
Sharpening our UX strategy to ship a new Dashboard and a new alerts feature.
At Dealerware, I redesigned the operations dashboard to give fleet managers a faster, clearer way to track vehicles, spot issues, and take action—all without jumping through hoops. The new design included live vehicle tracking, KPIs, quick actions, and an alerts panel, all built to support non-linear workflows (a big upgrade from the old, clunky, step-by-step flows). One of the standout features was a one-click state polygon selector for geofence alerts—making it super easy to know when a car left the state, which usually meant a fee or violation. Those alerts triggered instant text messages to dealership staff, so they could jump on issues in real time. We also teamed up with a tech partner to roll out recall alerts, helping teams handle safety problems before they became a bigger deal.
Read the Dealerware release notes
Read more about Alerts on the Dealerware Support Docs
Instant insurance verification with Axle—an instant hit.
As a designer at Dealerware, I led an initiative to close a critical gap in the insurance verification process, bringing a differentiated feature to market.
At the time, customers could upload a photo of an insurance card, but there was no way to confirm if the coverage was valid or current. I identified Axle as a technology partner offering real-time insurance verification, and facilitated the integration between their product and ours. We launched with a paid beta and later scaled the feature to all customers as an upsell opportunity. The partnership continues to evolve, delivering increasing value as Axel expands their capabilities.
Patrick played an instrumental role in scaling the partnership between Dealerware and Axle.
He recognized and championed our product as a viable solution, led a successful beta that validated the business case for both companies, and continues to deepen Axle's integration into Dealerware’s platform—enhancing the customer experience and driving measurable value for all parties involved.
Cameron Duncan, Co-founder & CEO @ Axle
Patrick made our Axle insurance verification partnership happen.
He cultivated a relationship, figured out an acceptable MVP, worked with the partner to guide them through using our APIs, and handed it off for pilot and commercial agreement.
JR Lang, EVP of Product at Dealerware
+8.5% paid adoption in 2024 resulting in
+$500,000 ARR
'Not Offical Proof of Coverage" clearly stated
Experation date manually fudged
Photo of the ground to bypass requirement
Bringing a scaleable rental car experience to dealerships that makes booking a vehicle as easy
as ordering from a food truck.
This white-labeled product connects directly in to our Dealerware platform and supports the entire Audi on demand experience at over 50 dealerships across the United States, is used for seasonal RV rental in Canada, supports AutoNation's Rental car program, and enables paid EV test drives for new car sales departments. This consumer facing experience makes running a rental business a breeze for and taps into the power already in Dealerware. In just one year this product expanded our competitive advance and future growth as a company by securing more than $9m in the first two years.
