My Role
UX Lead
Year
2022
Duration
3 Months
On average, it takes approximately 4-8 weeks to sell a car. Many individuals are uncertain about where to start and the entire process can be daunting and overwhelming.
But what if there was a better way? What if we could develop a solution that tackles all major pain points of the car selling process, making it a safer and easier for everyone?
Well, we have! Read on to see how we did it...
RESEARCH & DISCOVERY
/01
Before embarking on our project, we conducted a comprehensive competitive analysis, closely examining similar websites that offer a comparable service. By studying our competitors, we gained a deeper understanding of the market landscape, enabling us to make informed decisions and design a more competitive and compelling product that meets the evolving needs of our users.
/02
To create a successful product, it's crucial to understand the needs of our users. Through surveys and interviews, we gained deep insights into their goals and challenges when selling a vehicle. This allowed us to identify pain points and tailor our product to meet their specific needs, resulting in a seamless selling experience. By prioritizing user-centric design, we ensured that our solution directly addressed their concerns and provided a valuable solution.
"The part I dislike the most about the car selling process is having strangers come over to test drive my car, etc. Going back and forth doing this is something I don’t look forward to doing."
Patrick, age 24
"I'm not comfortable having someone (a stranger) come to test drive it. Whether you’re in the car with them or they test it without you it’s not always safe."
Neha, age 48
"I really appreciate honesty and sometimes the sales people (at dealerships) are difficult to deal with."
Sue, age 32
/03
We created a journey map of the car selling experience to gain a comprehensive understanding of the emotions, actions, pain points, and touchpoints at each stage of the journey. It serves as a visual representation of the entire experience, from the initial decision to sell the car to the final transaction.
/04
The process of defining personas helped us to create a personalized and visual representation of our target audience, which in turn fostered empathy and a deeper understanding of their needs and motivations. Through our competitor analysis, user interviews and journey map, we were able to gather sufficient information to identify our primary user, allowing us to gain a more comprehensive understanding of their goals and pain points.
Age: 36
Work: Photographer
Family: Married, two kids
Charlotte is a professional photographer based in Vancouver, BC. Married with two children, she is constantly amazed by how quickly they are growing up and needs a bigger vehicle to accommodate her family. As her work mainly involves large on-location photoshoots, having a spacious car would be extremely beneficial for transporting all her gear and equipment.
Wants to sell her car using a safe, reliable service
Wants to sell quickly without any intermediaries
Does not know how and where to find a buyer for her car
Worries about safety when it comes to meeting strangers
/05
Through our research, we found that many people experience anxiety around the process of selling, particularly when it comes to dealing with sales people or strangers, and may not know where to start or how to determine the value of their vehicle. To address these concerns, our our goal is to create a user-friendly platform that allows users to easily submit their car details and receive an instant appraisal based on its condition and the Canadian Black Book.
Moving forward, we focused on developing a seamless user experience and building trust with potential users through transparent communication and a secure, reputable platform:
People want to sell their car through a trustworthy and reputable platform or buyer, and they often prioritize security and reliability. They want to avoid scams, fraud, or any other risks associated with selling their car to an unknown party.
People value convenience and simplicity when selling their car. They want the process to be quick, easy, and hassle-free, without having to deal with the complexities of negotiating with dealerships or private buyers.
People want to receive a price that they believe is fair and competitive based on various factors such as the condition of the car, make, model, and mileage. No more low-ball offers.
IDEATION & VISUAL DESIGN
/06
Our main objective was to create a simple and easy flow for users to get their instant offer with minimal clicks. We brainstormed different ideas that went through multiple iterations before settling on the following flow.
/07
We started the design step with basic paper sketches. These were just simple paper and pencil sketches which allowed us to explore diverse layout ideas, enable quick iterations, and facilitate effective decision-making in the design process.
Finally, after many iterations we were able to transition to mid-fidelity mockups. This helped us to get a clearer idea about the arrangements of all the elements, on-screen visual form and presentation for the project. This eventually evolved into a interactive prototype that we used for testing.
/08
We leveraged our established style guide for the vehicle page redesign and added some visual elements to make it more engaging. Our aim was to strike a balance between a clean and professional appearance, while adding more color, images, and 3D elements to give it a fun vibe. Below is a sample of some of the final designs we came up with.
TESTING & ITERATIONS
/09
I've always been amazed by the insights that we gather from user testing. Even the smallest details can make a big difference. Based on the feedback we received during testing, we made several iterations to improve our product. We used the findings to refine our approach and make changes that would enhance the user experience.
Through this process, we were able to identify issues with our initial designs and address them head-on, resulting in a better overall product. User testing continues to be an invaluable tool for us, and we're committed to incorporating feedback into our development process to ensure that we're meeting the needs of our users.
/10
Offer Overview
Initially, we provided users with a basic breakdown of their vehicle appraisal. However, through user testing we realized that users wanted a more detailed explanation of how their offer was calculated. To address this, we introduced an additional section that provides users with a more detailed breakdown of the factors that affect their vehicle's value.
The Offer Overview feature has improved the transparency and trust in our appraisal process, resulting in a better user experience for our customers.
/11
Appraisal Accuracy
In our initial appraisal flow, we asked customers to rate the condition of their vehicle as either "like new," "average," or "well used." However, we discovered that this was not a clear as everyone's definition of these will vary. To improve the accuracy of our appraisals, we opted for a more specific approach by asking: "Does your vehicle have any interior or exterior damage?" If answered "yes," users are prompted with a list of items, such as dents or scratches, and asked to select all that apply.
By asking more detailed questions, we can calculate a more accurate appraisal that reflects the actual condition of the vehicle and helps customers to receive a fair and competitive price.
/12
Simplifying the User Flow
Originally we had separate offer pages for selling and trading in cars, with users being directed to the appropriate page based on their earlier selection. However, through our user testing sessions we discovered that it was less confusing for customers to first receive their offer and then choose their preferred option.
This new approach also provided flexibility for the business, allowing them to highlight specific promotions or focus on trade-ins when desired. We further validated the effectiveness of this revised layout through A/B testing, confirming its positive impact on user experience.
/13
Enhancing Clarity
We understand that some customers may feel unsure about the next steps after submitting the form to sell their vehicle and receiving the appraisal. To provide extra clarity and make the information easily accessible, we included a clear summary of the next steps in the process. This summary reminds customers of what to expect after submitting the form.
Through A/B testing, we discovered that this approach had a decrease in drop-off rates by 18%.
/14
Boosting Confidence
In recognition of the critical role that trust and transparency play in online transactions, we asked our testers to assess their level of confidence in using our service. In instances where confidence levels were low, we proactively sought feedback on what information we could provide upfront to improve their comfort level.
We implemented tool tip pop-ups, engaging info graphics, and informative videos to educate users and assist them as they navigate through the steps. These visual aids were designed to simplify the process and provide users with clear instructions and support along the way, increasing their confidence using the platform.
Selling a car has never been easier. The clean design, organized layout, and user-friendly interface removes all the stresses that come with selling a car and gives users a reason to get excited.
This feature was designed to get users an offer in literal minutes. All you need to do is enter a couple details about your vehicle, answer a few questions, and you're done! Simple as that.
Understand your offer value in detail with a complete breakdown of everything that goes into the calculation of the appraisal.
Video walkthroughs offer a detailed and efficient way to understand the selling and trading process. Get a quick and informative explanation, without having to sift through lengthy text.
There are plenty of tool-tips and guides throughout the flow to assist the user in selling their car and ensure they won't get stuck along the way.
Up until now selling a car has never been easy. Whether it’s done privately or through a dealership it takes time and can be a very stressful experience. We set out to remove any potential headaches for customers who decide to sell through Canada Drives and we definitely achieved that. Within just a few weeks after its release we had already received an abundance of positive reviews from many customers who had been patiently waiting for this service to go live. It also gave us a significant boost in our inventory (over 50%) within just the first few months, giving the company a more competitive edge in the market.
Ongoing A/B testing and user tests have been conducted since the product’s launch to further refine its usability and overall customer satisfaction. This has contributed to a steady, gradual increase in overall vehicle inventory across all provinces where Canada Drives operates.
