Role

 UX/UI designer

Duration

  1 Week

Team

not applicable

Tools

  Figma

Task

  Prototyping (hi-fi)

Size

not applicable 

Take, for example, a user who dreams of buying a car from the age of seven but only makes the purchase 31 years later. In our mood board survey, we asked which images best conveyed the attributes:


   Trustworthy


   Friendly


   Engaging


Although the results were close, I decided based on 9.5% more users favouring blue and an orange background that made the call to action button stand out—vital for site conversions.

Myself as "user"

In my competitor analysis, I proposed repositioning the brand to be friendlier and more attractive. Despite Auto1's brand attributes being Functional, Trustworthy, and Friendly, which aligned well with competitors, I felt a strong need to inject more character and personality into the platform. Understanding the user journey is crucial, especially recognising that buying a car is often a long-term decision.

Heuristic Evaluation

The first stage involved directly interacting with users to gather insights about their experiences and challenges. This was crucial in understanding users' emotional connection with the platform and their pain points.


Ideas ranged from enhancing visual elements to integrating interactive features like a dynamic favourites section.


Evaluation insights:


  • Utilise whitespace


  • Establish a clear and Visual Hierarchy.


  • Use of icons


  • Organisation of drop-down menu


  • The feeling of being logged in


  • Increase usage of the user page.


  • Eliminate distractions


  • The main task: buy a car


  • Maintain the functionality

"Users needed a more engaging, easier navigation experience that reflected the emotional significance of purchasing a car"


Prototype
  


Final Steps and Future Directions

- Continuous research, utilising direct user feedback and insights from our customer service team, who frequently contact users and manage extensive data.


- Launching a beta version to monitor, test, and adjust based on live user interactions.


- Developing new navigation shortcuts on the main page, allowing users to find exactly what they need quickly—adventure cars like jeeps and vans or seasonal vehicles like convertibles for summer.


- Introducing an 'Auto Tinder' feature lets users swipe to save vehicles as favourites, aiming to make the search and selection process fun and engaging.

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