Spotawheel Car page: Page Redesign

My role

Conducted UX research and an expert review study on Spotawheel car page to audit the existing experience. My goal was to understand user journey, identify painpoints and opportunities for improvement and optimise user flow. Analysed data from user interviews, microsurveys, google analytics and usability testing. Suggested a page redesign after taking into account research findings, target users, competitive designs and business goals.

Outcome

Page redesign. Mid-fidelity prototype.

Discovery & Definition

In order to get from the problem to the solution, I went through Discovery & Definition phase which helped me build an understanding of the business goals and the user experience. I interviewed stakeholders to understand what we are trying to achieve for the business and I conducted UX research and an expert review study to identify key challenges and pain points in the user flow.

Business Goals

After talking to Product, Marketing and Sales team I identified the following business goals which were commonly agreed among stakeholders:

Increase conversion rate (traffic to checkout) by 5%
Display clearly Spotawheel value proposition
Strengthen brand identity
Increase % of sales coming from car exchanges by 3%
Freshen up look and feel of website
Improve brand understanding

UX Research methodology

For my research I used the following methods / tools:

One-to-one interviews with existing and potential customers
Micro-surveys on website
Google Analytics
Usability testing with website visitors

By analysing findings from the above methods, I found out things that worked well and things that didn’t. There were usability, content, accessibility and copywriting issues. In order to evaluate usability issues I took into account Nielsen Norman usability components (learnability, efficiency, memorability, error prevention and satisfaction). I also identified key themes and several opportunities for improving the user experience.

UX Research findings

2. Benefits of contactless purchase not prominent and clear therefore fears and concerns of users about whether contactless purchase is a suitable choice not addressed.

3. Using accent colours on different buttons than the main CTA creates confusion and distracts the user from the desired action flow. After reaching this point on the page users get confused as to what to do next – shall they click on ‘Seeing technical report’, ‘Fill in their mobile number’ and click ‘Call me’ button or click ‘Start here’ and proceed?

4. Similar content is shown repeatedly in different segments of the page. Content doesn’t follow a logical structure. No clear section with basic highlights of the car prominent. Information overload which impedes the decision making process.

5. 'Expert review' section is a large body of text which does not allow users to scan important information leading to them getting overwhelmed. It occupies a lot of real estate and is placed towards the top of the page.

6. Value for money section not understood by users. They struggle to understand what it means.

7. Copy in CTA button 'Start here' creates confusion. Users are confused as to what 'Start here' mean.

8. 'Exchange your car' section not prominent, therefore section is lost among other information.

9. ‘Car characteristics’ section contains a lot of information and it’s overwhelming for the user.

10. Fill in form is long and not user friendly. It requires too many info and is perceived as something that takes time to fill in.

Key themes

#1 Users said that a clear car ID section was missing that would give them most important car info at a glance

#2 Brand USPs not communicated anywhere which doesn’t help brand differentiate from competitors. Users had trust issues because Spotawheel brand is relatively new in the market. They needed to be reminded of the brand USPs while browsing the car page and feel confident about proceeding to check out.

#3 Users had questions related to the model and purchase process and they were looking for a help/ support – online chat section that would help them resolve their queries fast.

#4 Users wanted to see a 360 view of the car which could give them control of what car aspects they wanted to look. They wanted to be able to look anywhere (up, down, left, right and behind).

#5 Photos of car equipment highlights like cruise control were important for making choice

#6 Getting their friends view on the specific car model was crucial towards their decision

#7 Positive customer reviews would encourage them to feel confident for choosing to purchase from Spotawheel

Usability findings

1. Multiple contact fields to fill in and CTAs. This is confusing for the user because it creates the false impression that different contact fields might lead to different outcomes. Also many CTAs without a prominent one standing out creates distraction on what is the right one to proceed.

2. Benefits of contactless purchase not prominent and clear therefore fears and concerns of users about whether contactless purchase is a suitable choice not addressed

5. ‘Expert review’ section is a large body of text which does not allow users to scan important information leading to them getting overwhelmed. It occupies a lot of real estate and is placed towards the top of the page.

6. Value for money section not understood by users. They struggle to understand what it means.

7. Copy in CTA button ‘Start here’ creates confusion. Users do not understand what ‘Start here’ means.

8. Car exchange section not prominent, therefore section lost among other information.

9. ‘Car characteristics’ section is overwhelming for the user.

10. Fill in form is long and not user friendly. It requires too many data and it’s perceived as something that takes time to fill in.

Key themes

#1 Users wanted to see a clear car ID section that gives most important car info at a glance

#3 Users had many questions related to the model and purchase process and they were looking for a help/ support – online chat section that would help them resolve their queries fast.

#4 They wanted to see a 360 view of the car which could give them control of what car aspects they wanted to look. They wanted to be able to look anywhere (up, down, left, right and behind).

#5 Photos of car equipment highlights like cruise control were important to them to make choice

#6 Getting their friends' views on the specific car model was crucial towards their decision

#7 Previous customer reviews would encourage them to feel confident with the purchase

Design thinking process

After taking into account key painpoints that emerged from UX research I tried to address each one by keeping in mind what we’re trying to achieve for the business. My goal was to optimise userflow and create a clear pathway to help users quickly find all the information they are looking for.

Kept design as simple as possible with features being congruent
Made better use of the screen real estate and condensed design to fewer components
Made primary CTA stand out from secondary ones

Placed most important information (Model, Year, Km) on top
Defined a clear content hierarchy according to the significance of each component for the user
Grouped related information together so that content is easier to navigate

Mid-fidelity prototype

Redesign rationale

Next steps

Get a reality check on current design and test it with users to identify gaps and potential for improvement.

Spotawheel Car page: Page Redesign

My role

Outcome

Discovery & Definition

Business Goals

UX Research methodology

UX Research findings

Key themes

Usability findings

Design thinking process

Mid-fidelity prototype

Redesign rationale

Next steps

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