PROJECT OUTCOME
As an in-house Designer, I created a website that not only met the needs of the users but also exceeded their expectations. Cars45 sought to optimize the site's usability, taking into account user feedback and innovative approaches to delivering a superior user experience.
I was able to establish a website that effectively addressed usability issues, delivered value to its users, and fostered a positive and engaging online environment. The insights gained and improvements implemented are expected to contribute to the long-term success and growth of the website while providing an optimal experience for its diverse user base.
ABOUT THE PROJECT
The objective of this specific project was to address potential usability issues pertaining to the website, with the ultimate aim of enhancing the overall user experience. The project sought to establish a favorable user experience, specifically catering to the needs of the 6000+ daily users.
The primary goal is to devise a product that embodies ease of use, and inherent value. By focusing on augmenting user satisfaction and facilitating seamless interaction between the product and its users, the desired outcome is to create an optimal user experience.
ROLE
As the Lead Designer, I collaborated with our Lead Software Engineer, Front-End Developers to iterate on and test possible improvements.
Research, UI Design, Testing, Prototyping
Co-ordinating with Developers and PMs
MY APPROACH
To align the website with the business direction and enhance user interaction, I conducted comprehensive research, including user surveys and stakeholder interviews. This helped me understand the business objectives and expected outcomes of the UX audit.
Using the gathered data, I created personas and user journeys to engage with our target users effectively. Through competitive analysis and user research, I gained valuable insights into user needs and behaviors. Combining this data, I developed a clear UX strategy that aligns the business vision, user needs, and technical capabilities to improve website performance.
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Task Flow
The Task flow helped us to think through the design before a feature is actually developed. It helped us to interject the user into the flow of the application and determine if the conceptual model agrees with the user model.
WIREFRAME
I always start any project by sketching first, and a quick wireframe sketching allows to painlessly seeing changes and alternative solutions almost immediately. After the main features were worked on paper, I made the wireframe.
TESTING AND IMPROVEMENT
After the wireframe was created, we decided to do some first one -to one interviews in which users would be asked to perform a series of tasks.
By watching our test users use our product we found that there is still room for improvement and that there were a lot of areas that were confusing and not simple or clear enough. We updated our wireframes and invited potential users to a second interaction.
VISUAL DESIGN
After the wireframes were designed, I moved onto styling the user interface of the desktop app. I focused on designing a minimalist interface.
RESULTS
After working closely with engineering to bring the designs to life, we launched the test and crossed our fingers. At the project’s inception, we documented two primary indicators of success; higher engagement and improved satisfaction. Fortunately, our users found the experience more engaging and satisfying than ever.
We increased clicks on Used cars by 22%, Brand New cars by 8%, and unique users who engaged with Car loans by 10%. We also lifted satisfaction by 8%.
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SUMMARY
By listening to our users and making changes that provided real value to them, we created a dynamic desktop app with drastically improved testing capabilities. I grew as a designer and walked away with a few key takeaways:
There is always value in listening to user feedback. Even if you already know a problem exists, user feedback can help you narrow in on the nuances and can be used to help get the rest of your organization on board.
Identifying and pursuing low-hanging fruit can be very… fruitful. Early in the discovery phase, I thought the problem was too obvious for no one to have tried to solve it yet, but I continued forward and learned that, in fact, it was a big problem and a massive opportunity.
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