Car e-commerce

E-commerce provides an efficient solution for direct car sales, enabling a streamlined and accessible shopping experience for consumers. Comprehensive research was conducted to understand the consumer journey, identify pain points, and outline the essential functionalities required to develop and enhance the platform.

Key E-Commerce Features:

User Dashboard
Company Overview
Advanced Search Tools
Comprehensive Car Listings
Purchase and Financing Simulation
Lead Generation
Buy/Sell Functionality

Summary

Briefing

The innovation team sought exploratory insights through research to identify new tools and strategies for improving the company website and adapting to market demands.

Problem: The team aimed to sell cars online but faced uncertainties about how to effectively implement this strategy, particularly in the context of the pandemic.

The research provided actionable recommendations to overcome these challenges, meet user needs, and establish a robust online car sales platform.

Goals

Identify Pain Points: Analyze the current website to uncover user frustrations and areas where the experience falls short.
Understand User Needs: Determine the specific features and functionalities required to encourage and support online car purchases effectively.

Methods

Heatmap Analysis: Review video recordings of real users interacting with the website to identify behavior patterns, engagement levels, and usability issues.
Focus Group & Usability Testing: Conduct focus group sessions and usability tests to evaluate new prototypes for online car sales. These sessions aim to gain deeper insights into customer intent, preferences, and needs, ensuring the prototypes effectively address user expectations.

Research Impact

Collaborative Design: By fostering collaboration, designers were able to swiftly integrate research feedback into the prototype, showcasing an Agile approach to development.
New Online Car Sales Section: The newly launched section of the website for selling cars online is now operational and performing successfully. During the research phase, it became evident that adding an extra step to the user journey was necessary to enhance its usability and effectiveness, ultimately improving the user experience.

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.