Carcode

CLIENT

MY ROLE

Senior UX Designer

10.000

Dealesrships

50

States

2M+

Active Users

PROJECT SUMMARY

CarCode, a mobile service that allows car shoppers to engage in one-on-one text messaging with dealers. CarCode connects dealers to shoppers via chat, text and Facebook Messenger. It's integrated with Edmunds’ products to help dealers build more quality connections.

MY ROLE

I was working on this project as a Senior UX Designer. My responsibilities were to create new UX Strategy, identify customer needs, design and prototype elegant mobile-first experiences, and refine designs with data and customer feedback. I worked closely with the Product Manager, UX Lead, Software Team Lead, Business Analytics, and QA.

BACKGROUND

Car shopping website Edmunds.com serves nearly 18 million visitors each month. With Edmunds.com, shoppers can get an instant, upfront price for cars and trucks currently for sale at 10,000 dealer franchises across the U.S.

 

automobiles-automotives-black-and-white-black-and-white-70912

PROBLEM STATEMENT

In 2014 alone, Edmunds.com witnessed a 39% year-over-year increase in mobile usage. Car shoppers were clamoring for mobile solutions and CarCode needed to provide a relevant service that ties directly to the growing trend in mobile showrooming and shopping.

  1. The process of car shopping is slow and complicated. 56% of shoppers would buy more cars if the process was easier.

  2. 55% of people who want to buy a car do it within 2 days. Sometimes dealerships only answer messages in 3-5 days.

  3. 54% of consumers would buy from a dealership that offers better experience, even if it did not have the lowest price.

THE CHALLENGE

""How can we create a service that allows car shoppers to buy a car in the easiest way?"


GOALS & OBJECTIVITIES

We have outlined the goals and objectives from multiple perspectives to build an entire understanding of the challenges we’re facing.

  1. Reduce delays and pain points in the online car shopping process.
  2. Connect customers with dealerships in the fastest and effective way possible.

DESIGN PROCESS

agile

1. DISCOVERY

Here we wanted to understand the context for the product, identify the market and the stakeholders for new product development.

new

Users' perspective

We put yourself in the users’ situation for a week. We carried out the tasks that they would do, in the environments where they would do them. We tried to buy a car online, made notes and after all that, created a detailed report for each dealership that we dealt with.

 COMPETITIVE ANALYSIS

After analyzing all competitors, we identified the most common business patterns and value propositions. We started working on a market niche that we would like to occupy.

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2. DEFINE

CUSTOMER JOURNEY MAPPING

During the user research phase, we also have built a journey map. It is important to research people's activities and interactions across all the touchpoints channels, as well as the segments of their journey through the service. Analyzing the customer journey enabled us to see where customers dropped out of the buying process or found the service frustrating.

cjm

Workshop with our stakeholders

We organized a workshop with moderated, mixed groups of different stakeholders. During this workshop, we were working on a new service proposition for our customers.

photo

3. Develop: Design & Prototyping

service proposition

We connected all of the different touchpoints in the car buying service experience, aligning the needs and wishes of all of the organization’s stakeholders, and created a new business model for our new project.

10 Steps to Selling a Car 2
10 Steps to Selling a Car

Prototype and visual design

In this step, we had already collected rich descriptions and moved on to create the architecture, where we mixed all our ideas together.
After that, we started creating our mockups and put our ideas in front of users, got their feedback, refined them, and repeated. Then we moved onto interactive wireframes and prototypes.

Desktop

2968 edit and store v2

Mobile

2964 introduce chat mobile v22

DESIGN GUIDELINES

Alongside the finished interface designs, we produced a unified design system documenting all elements, collections of rules, constraints, and principles to keep the designs as consistent and re-usable as possible. This was an important tool for the development team to use and build an understanding of.

ui
ui2

4. Deliver: Evaluation and Beta Test

POST ANALYSIS

The best part about designing interfaces is that we get access to feedback. We can study how users interact with our design and, using this data, we can improve the efficiency of the product. Post-production activities during this step included:

  • A/B Testing.
  • Custom testing
  • Usability testing
  • Analysis of support calls

Learnings

Remember three things:

  • No one does a perfect job the first time;
  • Uncovering problems is not a sign of failure;
  • Users always surprise us;
  • Use the insights to drive the release of the product or to design a new product!

 

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