Car e-commerce

E-commerce enables direct sales of cars. The research conducted helped to understand the consumer journey and identify the necessary functionalities for developing and improving the site.

E-commerce needs:

• User dashboard

• Company history

• Search tools to find the cars

• All cars available

• Purchase and financing simulation

• Calls to action & forms to generate leads

• Buy / Sell cars online

Summary

Briefing

The innovation team requires exploratory insights from research to discover new tools and approaches for improving the company website.

Problem: They want to sell cars online, but they are unsure how to do it in a pandemic scenario.

Goals

Identify the pain points in the current website.
Determine what users need to promote online car purchases.

Methods

Heatmap: Analyze video recordings of real users performing actions on the website.

Focus Group & Usability Test: Conduct a focus group and usability test to assess the new prototypes for selling cars online and gain a deeper understanding of customer intent and needs.

Research Impacts

Through collaboration, designers were able to quickly incorporate feedback from research into the prototype - Agile!

The new section of the website that sells cars online is now operational and successful. During research, we discovered that we needed to add a step to the user journey to make it more user-friendly and effective.

My Roles

Innovation Lead
UX Researcher

My Learnings

It's important to listen to and observe users, as sometimes they may say one thing but do another.
We discovered that adding a step in the customer journey could increase sales by over 40%.
Marketing is also crucial for spreading the word.