CAR BUYING

WEBSITE

UX OPTIMISATION

with YesAuto

GOAL

To design a frictionless process.

MY ROLE

UX/UI Designer

TOOLS

For graphic design and prototyping

A project optimising user experience on the YesAuto website. The launch of YesAuto is exciting news for the car-buying market in the UK, and they are determined to provide the best experience when buying a car.

Research

As a team, we have spoken to the customers and stakeholders to put together a customer journey map to understand the goals and pain points for end-users and the business:

Personas

We have also come up with 5 personas, the 3 most common car buyers are below:

The Problem

We then launched the product page based on the research, attempting to solve the pain points we found in prior stages. The car information display was a success: It seems like the users can read the key feature at a glance. But soon realised the lead conversion to car dealers from the car details page was lower than expected. After discussing it with the product manager, I suggested investigating how users behave when trying to contact the dealers.

We then realised that most users got stuck at the last step: they are confused about how to contact the car dealers because they are "not sure where to click" or the website is "asking too much information to send enquiry".

Before

Too much information when the users try to contact the vendors, they give up at the last minute.

The Solution

My hypothesis to be tested is that:

A clear CTA for ‘Call dealer’ and ‘Email dealer’ will drive more leads.
Eliminating some of the clutter will minimise cognitive load.

Therefore I designed a prototype that provides the user with fewer options, so they can make decisions faster and convert better for YesAuto.

After

Remove unrelated fields and enlarge the call-to-acton to make the decision-making process quicker.

Reduce the information regarding the dealer's location. Address and direction options are quite enough to inform the user.

Reduce the dealer's contact information. It was showing too much text-based information and bore the risk of the user getting confused or skipping the whole section.