Improving the car buying experience
As a UXer, I was responsible for understanding car buyers' needs and behaviors and design meaningful solutions to enhance their car buying experience.
THE GOALS..
To understand user types and experience.
To improve usability across all product platforms.
To personalize user journeys to deliver a meaningful experience.
MY WORK
What did I do?
MIXED METHODS RESEARCH
Conducted research to understand user types, their behaviours, needs, painpoints and touchpoints.
• SME interviews to understand product vision and goals.
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Contextual inquiries with users
• Stakeholder interviews
•
Card sorting
• UI Evaluation via heuristics
QUANT RESEARCH
Quant research to track user conversions and analyze user journeys.
• Used Google analytics to track journey related metrics
• Used NPS ratings to understand painpoints in experiences
• In-page surveys
ANALYSIS AND USER TYPES
Created personas for the product and generated behavioural archetypes
• Broke down the current journeys into broad stages - research, dealer interaction and purchase and represented the touchpoints and painpoints.
PRODUCT DESIGN
Designed new features, changed information architecture and personalized user experiences.
Colloborated with product, FE, content and visual design teams to design and deploy new features.
EVALUATION AND TESTING
Tracked and tested design changes via qualitative and quantitative methods.
Based on the testing results, iterations to the new features were made.
VISUAL DESIGN
Designed and developed a visual style guide and component library.
Colloborated with the FE team to develop a component library for cardekho's subsidiary - Zigwheels.com.
LEARNING EXPERIENCE
I learnt..
Collaboration
Working with cross functional teams - engineering, product, analytics and marketing gave me a chance to improve collaboration skills and establish partnerships.
Agile Enviornments
As several startups operate using agile processes, I learnt to adapt UX processes, timelines to syncronize with product development roadmaps.
Ownership
As a UXer, I practiced representing the voice of the user and taking ownership of my design decisions, and guided product teams with their strategies.