Jaguar
Vehicle Shopping Experience
Overview
While working at the digital marketing company Search Optics as product designer I was challenged with the task of redesigning the car inventory search tool for Jaguar. Prior to the redesign they had an outdated inventory search for desktop as well as a separate application on mobile. The challenge was to simplify the design, navigation and consolidate the search into one fully responsive multi device solution.
My Roles
Visual Design
UX Design
UI Design
Information Architecture
Problems
I conducted target user interviews to understand users difficulties with the current online vehicle shopping experience. I also gathered analytics data across a wide variety of dealer sites and looked at usability tests done within the industry. Through my research I identified the following main problems.
Hard to navigate
The current vehicle shopping experience is hard to navigate which frustrates users to drop off and go to competitor sites.
Cluttered design
No visual hierarchy which makes it difficult for users to pay attention to the most important information. Too many call to actions from the search results page which prevents users from advancing to the vehicle details page.
Not versatile
Users cannot search for vehicles on mobile without downloading a separate application.
Solutions
After gathering all the data I identified 3 main solutions to focus on implementing into the final product design:
Hard to navigate
Simplified Navigation
Use a quick search feature that keep users focused on one search option at a time.
Close any opened filters on the inventory search so the users can focus on one filter at a time.
Cluttered design
Visual hierarchy
Simplify the design by using minimal colors, create clear separation between the navigation and search results. Use bright colors only for call to actions and content that needs to stand out.
Not versatile
Fully Responsive
Create a responsive website that adapts to every screen size and device.
Design Iterations
Wireflows
I put together wireflows showing how users would interact with the navigation on multiple devices each step of the way. This was presented to management, designers, developers and was constantly changing based off of feedback received.
Prototype
The feedback received, informed my design decisions to create an interactive prototype using Axure RP. I conducted my own usability tests by having users perform a task on the prototype I built, analyzed how they performed that task and came up with solutions to the problems they were having while trying to perform that task. After making adjustments based on user feedback I presented the final prototype to the client, managers, designers and developers.
Final Design
These were the final designs that were presented to Jaguar
Simplified Navigation
Quick search feature that keep users focused on one step at a time that searches by zip code and models.
On the advanced inventory search filters, only one filter category at a time stays open so the users are not overwhelmed with too many options.
Visual Hierarchy
Clear separation between the filter navigation and the search results to keep users focused on one task at a time.
Fully Responsive
Adapts to every screen size and device
Results
"The new websites serve as a centralized online sales and lead generation platform, empowering consumers to find their vehicle of choice within dynamic inventory data supplied by more than 400 Jaguar and Land Rover retailers across the U.S."
"Powered by Elasticsearch and document-based databases, the platform offered speed, accuracy, and responsive design, ensuring seamless use across mobile, tablet, and desktop"
"Retailers benefit from automatic synchronization of certified pre-owned inventory and improved lead funneling, saving time and increasing potential sales conversions"