Cox Automotive and Autotrader were looking to improve the user experience of their digital retailing channels as well as increase the overall lead conversion and lead quality of their platforms. My team was brought into understand current customer needs and where automotive digital retailing was headed in the future, and then to deliver a brand new experience that would make users happy and comfortable beginning their vehicle purchase process online.
Discovery and research
The first phase of the project was about understanding the current situation. Our team collaborated with stakeholders from Cox Automotive to understand their business goals and the challenges they were facing. This was followed by a comprehensive audit of the current user interface and experience on Autotrader.com.
Simultaneously, we conducted a series of user research activities. We used a mixed-methods approach, combining quantitative surveys and qualitative interviews to get a well-rounded understanding of user needs and pain points. The data was analyzed, personas were developed, and user journeys were mapped out. These insights were instrumental in defining the issues and opportunities for improvement.
Our market research showed that the automotive digital retailing industry is moving towards more personalized, seamless, and efficient user experiences. Users value the ability to make informed decisions, and appreciate transparency and simplicity in the buying process.
Ideation and design
Armed with these insights, we initiated the ideation phase. In a series of workshops with stakeholders and product teams, we brainstormed on ways to make the buying process more user-friendly, personal, and efficient.
From these sessions, we developed a number of key themes and ideas, which were then refined into wireframes and low-fidelity prototypes. These were again validated with users for feedback and iterated upon before moving to the high-fidelity design phase.
Our redesign focused on creating a simpler, more intuitive navigation system, providing easily accessible and comprehensive vehicle information, integrating a personalized recommendation system, and improving the overall aesthetic of the platform to provide a more enjoyable user experience.
Results
Our testing validated that the redesigned interface and new features enhanced user experience, made the car buying process simpler, and improved lead quality. Users were happy with the new design and found it easy and comfortable to use.
Our partnership with Cox Automotive and Autotrader.com successfully delivered a better digital retail experience that met business goals and user expectations.
The project underscored the importance of a user-centered, iterative, and data-driven design approach. Our success hinged on our ability to understand and anticipate user needs and industry trends, as well as our commitment to continuous testing and iteration.
This project serves as a testament to the power of user experience in driving business results and meeting customer needs, and it paves the way for future enhancements and innovation in automotive digital retailing.