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Trueline Automotive Website Redesign

Services Covered:

Website Development • UI/UX Design
Project hero — replace with case study imagery
Industry
Industry

Automotive

Duration
Duration

16 months

Budget
Budget

10K - 49K

Start Date
Start Date

1 October 2023

Team Size
Team Size

1-5

Engagement Model
Engagement Model

Offshore

Project Capability Score (PCS)

gauge meter
76/100
Good

Project Capability Score (PCS) estimates how capable Out Origin is of successfully delivering a project like this, based on its past experience, track record, and ability to handle similar work. Learn more about PCS

Client

Trueline Automotive

mapDetroit, United States of America

Project Summary

Out Origin was engaged by an automotive company to fully redesign and rebuild their website, handling design, prototyping, development, CMS delivery, QA, and launch preparation. The project suffered from chronic project-management failures, missed milestones, poor communication, and missed delivery commitments. After 15 months without a successful launch, the client terminated the partnership in February 2025.

Key Challenges

  • Need for a fully revamped, customized website
  • Modernize the site and improve user experience while integrating with inventory management
  • Drive conversions and provide a custom CMS for easy maintenance
  • Requirement for clear project management, milestones, and reliable delivery (not met)

Project Deliverables

  • Site wireframes, prototypes, and visual designs
  • Frontend built with React including advanced vehicle search and interactive vehicle pages
  • Backend APIs using Node.js/Express and MongoDB for user management and appointment scheduling
  • Integration with the inventory management system and dynamic sitemap generation
  • Custom CMS with modular components, user permissions, and asset management
  • QA, performance optimization, staged launch, content migration, and 30 days of post-launch support

Project Solution

The vendor planned and executed a full website redesign that began with requirements gathering, competitive analysis, IA, wireframing, visual design, and prototyping. Development work was specified using React, Node.js, Express, and MongoDB, and included frontend features (advanced vehicle search, interactive vehicle pages, calculators, booking) plus backend features (user management, appointment scheduling, dynamic sitemap) and integration with the client's inventory management system. The scope also included QA across devices and accessibility, performance optimization, content migration, a staged launch, and 30 days of post-launch support.

Project Outcome

  • Project terminated after 15 months without a successful launch
  • Multiple missed launch targets and unmet beta deliverables (April 2024, August 2024, December 2024)
  • Chronic lack of formal project management, poor communication, and unmet commitments
  • Client lost confidence and ended the engagement in February 2025

Platforms

  • WebWeb

Tech Stack

  • React.jsReact.js
  • Node.jsNode.js
  • Express.jsExpress.js
  • MongoDBMongoDB

Client Endorsement

Overall Review Rating

1star

Timeliness

Cost Rating

Willing to Refer

Quality of Deliverables

“The client was dissatisfied with Out Origin's work, citing the lack of project management processes and oversight. The team failed to meet several deadlines and commitments, leaving the client with no confidence in their ability to deliver. The partnership was terminated after 15 months.”

Anonymous

Manager

Note: This endorsement is based on publicly available client feedback from external review sources.

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