The results were driven by a pivotal design decision: reimagining the Key Factors component on the Offer page. Mileage had always been a factor, but users still felt uncertain about why their offer was what it was. I designed the component for quick readability — clear, scannable elements that users could process fast. Placement was equally intentional: the offer amount stayed above the fold as the primary focal point, while Key Factors lived below — not as an afterthought, but as a supporting layer that justified the number and gave users the confidence to transact. Getting there also required navigating a real business tension around how much to reveal — KBB's valuation methodology is proprietary, and the design had to build consumer transparency without exposing our competitive advantage. By giving users the "why" behind their number without revealing the how, we turned anxiety into confidence — and confidence drove transactions.