In this playful yet insightful session from ASOTU CON 2025, Arthur Bratton of Holiday Automotive joins Brad Gelber to explore what his young children unknowingly taught him about website user experience (UX) in automotive retail. Drawing inspiration from how his three, five, and seven-year-olds interact with technology, Arthur emphasizes that intuitive, simple design doesn’t just help younger users—it benefits every shopper. From click behavior to visual clarity, this episode breaks down the parallels between child-friendly interfaces and effective dealership websites.

The conversation digs into specific UX best practices, including optimizing page speed, cleaning up information overload, and eliminating distracting pop-ups. Arthur also highlights how the human touch still matters, advocating for authentic personalization through employee photos and immediate follow-up from real people. This unique perspective offers a practical and accessible roadmap for dealers looking to enhance their digital storefront—starting with a mobile phone, a critical eye, and maybe even a little help from their kids.

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⏱️ Timestamped Takeaways

0:00 Intro

0:10 Arthur Bratton joins to discuss what his kids taught him about UX

1:22 Simplicity is powerful—if kids can use it, everyone can

2:26 Big buttons and obvious CTAs improve mobile and desktop experience

2:50 Dealer websites often overload users with too much text

4:08 Site speed matters—users bounce if it takes more than two seconds

5:55 Visual clutter and pop-ups create frustration and distrust

6:13 Show relevant content first, like price and key features

7:36 Human touches like staff photos create trust and comfort

8:57 Regularly test your own website and remove unnecessary bloat

10:10 Overloaded pop-ups are the fastest way to lose shoppers