Omni Channel User Experience: Automotive Resale Company
A company specializing in auto resale sought help to enhance their omni-channel user experience, aiming to streamline customer interactions and optimize their presence across various platforms for improved engagement and efficiency. By implementing cohesive design principles and integrating advanced UX features, we transformed their customer journey and significantly improved business outcomes.
Responsibilities
Feature Creation, Design System, Business/Customer Mapping, Component Libraries, UX/UI Auditing, User Research/Testing
Team
Abigail Franks, Designer
Kevin Tuskey, Designer
Vinny Oliveira, Product
Terry Brown, Developer
Nate Gradelis, Developer
Project Duration
15 Months
The Problem
Our client sought to streamline the process of obtaining vehicle price estimates, aiming to eliminate friction and inconsistency experienced through reliance on third-party services. Additionally, they identified a gap between customer expectations and their brand identity. They aimed to unify and modernize their brand to better align with customer expectations and company ethos.
The Soultion
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The development of the Vehicle Value Estimator (VVE)
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Enhancement and refinement of the design system, aligning with the principles of The Atomic Design System
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Establishment of a component library using Storybook to facilitate development
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Redesign of a significant landing page on the company's website.
Research
Competitive Analysis was key to understanding the best way to obtain price offerings on vehicles and increase brand trustworthiness.
After moderated user interviews and creating our different personas of buyers, sellers, and consigners we concluded that users expected buying/selling a car to take little effort but the current experience required difficult digital and in-person interactions.
In order to make our experience the best, we had to see what the competitors were doing right... and wrong.
✅ Online Convenience: Allows you to obtain a offer on your used vehicle on their site.
✅ Nationwide Reach: The reach is offering a wide market for your vehicle.
❌ Potential Delays: Some users have reported delays in the appraisal process, leading to longer wait times for a price quote.
✅ Instant Offers: Aimed to provide instant offers after appraising your vehicle, offering quick turnaround times.
✅ Trustworthy Brand: Well-known and reputable brand in the used car industry, offering peace of mind to sellers.
❌ Pressure to Sell: Some sellers felt pressured to accept their offer.
Solution #1: The Vehicle Value Estimator
We designed an online feature with all the best components that empower car owners to gain knowledge of their vehicle's worth.
This widget, seamlessly integrated into the client's website, offers users an effortless method to assess the sell, trade-in, or consignment value of their cars.
Inputting essential details like make, model, mileage, and condition yields an accurate, instant estimate, cutting out wait time. Users also gain access to unique options tailored to their needs. By keeping the widget native to the client's site, we empower users to price their vehicles instantly, boosting brand trust.
Solution #2: Pulp- The Design System
We crafted Pulp, a design system grounded in atomic design principles. Pulp's systematic approach streamlined development and enabled rapid prototyping, enhancing the site's interface and user experience while reinforcing brand identity. Its implementation marked a milestone in our journey to create intuitive digital experiences for the customer.
Solution #3: Sell Page Redesign
We blended all elements into the Sell landing page. This redesign ensures accessibility and a polished user experience. It incorporates all elemts from from Pulp and VVE.
We established a direct entry point to the VVE system within the Sell landing page. This strategic addition streamlines access to VVE's features, enhancing the page's functionality and providing seamless navigation. By incorporating elements from both the Pulp and VVE systems, this redesign optimizes user engagement and satisfaction, ultimately seen through improved conversion rates and brand perception.
In Summary
In summary, the integration of the vehicle value estimator feature and the development of the Pulp design system have transformed the user experience on their platform. The streamlined widget enables users to assess their vehicle's worth effortlessly, while Pulp ensures visual consistency and accessibility, resulting in a polished and efficient sell landing page. This project underscores our dedication to user-centric design principles, enhancing our platform's modernity and user-friendliness for selling cars.