CARSOME
Enhancing the Buy Car Experience: Iteration and Optimization
Transformed the “buy car” user experience in the CARSOME customer app, addressing pain points and streamlining the process, resulting in an impressive 17.8% increase in the overall conversion rate after the launch of the new version
Perfecting the Buy Car
The CARSOME Consumer App serves as a second-hand car dealership platform catering to users in Southeast Asia. The product encompasses a range of online services, including browsing, reserving, test driving, and booking car sales. The primary objective of this project is to design and refine the process pages dedicated to second-hand car purchases.
My role
As the product designer for the project, my responsibilities included closely collaborating with the project manager to lead user interviews, enabling us to gain valuable insights into user preferences and needs. Additionally, I spearheaded competitor analysis efforts, thoroughly evaluating market trends and identifying opportunities for innovation. Through these endeavors, I contributed significantly to shaping the project's direction and ensuring a user-centric approach to design.
Business Goal
Through this iteration, we aim to improve user browsing efficiency, enhance conversion through high-quality content, and ultimately increase business profits
Exploration
Process & Ideas
Process mapping serves as a valuable tool for gaining a rapid comprehension of process logic prior to commencing the design phase. Throughout the design process, our approach involves translating core issues into detailed problem descriptions, expanding our creative thinking, and formulating effective solutions.
Research
User Interviews and Product Needs
In this section, we delve into the invaluable insights gained from user interviews. These interviews provided a deep understanding of user habits, behaviors, and motivations, uncovering critical needs and preferences that directly shape the content and features we incorporate into our products
What we get
What we want
User habits
Studying user factors and habits in buying and using used car websites
Budget-conscious
Users are often looking for a good deal and are more focused on the price of the vehicle than on the latest features.
Research-driven
Users spend a significant amount of time researching different vehicles and comparing prices before purchase.
User behavior
Studying user processes, browsing methods, and attitudes towards used car platforms when buying a used car
User motivation
Study user needs that can only be met through online used car e-commerce platforms, not available on offline platforms
Detail-oriented
Users tend to pay attention to the specifications of the vehicle, mileage, condition, and history exp.
Warranty-conscious
Users may be interested in information about warranties or extended service plans for the vehicles they are considering
Tech-savvy
As used car apps are primarily used on mobile devices, users are often comfortable with technology and are able to navigate through the app easily.
Research
Data-Driven Design: Tailoring the User Experience
Design Style
Analyzing user data suggests that designing the used car app with a youthful, lightweight, and efficient visual style is recommended. This approach aims to enhance usability and optimize the overall user experience.
Potential Oppotunities
Through a comprehensive analysis of user usage scenarios and user characteristics, we've pinpointed the following key opportunities:
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Showcasing Brand Stories: Building user trust by displaying brand narratives.
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Streamlined Decision-Making: Guiding users through the decision-making process.
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Transparency and Quality: Enhancing the browsing experience with highlighted quality inspection reports and transparent pricing information, while also improving warranty service clarity.
Research
User Engagement: Gathering Insights Through Product Testing
In addition to conducting user interviews, we extend an invitation to users to engage in hands-on testing of our existing products. This proactive approach is aimed at gaining valuable insights into their perspectives and innovative ideas.
Simplifying Homepage for Easy Car Purchases
While observing user interactions with our product, a common issue emerged: users encountered difficulty in locating the car purchase entrance on the homepage.
This helped us to make the design decision to redesign the homepage layout, ensuring a more intuitive entrance discovery process. This enhancement empowers users to swiftly access what they seek and progress seamlessly with their purchases.
Research
Own Product Analysis
Homepage
Car list page
Lack of Visual Design Quality
The information lacks a clear visual focus and the page looks chaotic due to too many colors. This makes the design look unprofessional and lowers the brand's credibility.
Complex Interaction Process
Some pages have too much information and complicated interaction flows, which don't match users' daily habits (such as horizontal swiping) and don't align with the product's positioning of being efficient and simple.
Important Information Missing
The user experience is poor because the app or website doesn't provide the content that the user wants, such as a quick entrance to buy a car, and doesn't take into account the user's real scenario of using a mobile phone. This leads to a significant decrease in user satisfaction
Exploration
Brainstorming
I collaborated with the product manager, and engaged in discussions to categorize issues and identify critical priorities for future resolution
Reorganized the Page Structure
Hierarchical Classification and Module Differentiation, with Emphasis on New Modules and Key Optimization in Orange Highlight.
Design
Wireframe & Structure
Before formal design, we created several sketch designs based on user needs and scenarios, which provided a good communication tool for efficient communication with various stakeholders and laid a foundation for quick decision-making
Design
Car Purchase Flow Redesign
Homepage
List Page
Detail Page
Design
Usability Test
Before release the new version, we conduct usability testing through online tools to observe the behavior patterns of users completing set tasks and understand potential usability issues that may affect user experience
Test Result Conclusion
100% of users can quickly find the car buying function entrance and complete the car buying process in about 2 minutes on average, proving that the entrance and car buying guide are efficient and clear, and the system design is error-free. It can be put into development
Design System
In my role, I manage design files and maintain the design system's components, ensuring consistency and efficiency in design work. This not only saves time for our designers but also enhances the development team's efficiency by enabling the reuse of standardized components.
The Impact
After 2 months new version was released, and we found the performance data was promoted out of our expectations.
What I get
Discover problems from a business perspective
Solve problems from a user perspective
Working on this project helped me understand the business better and how data can be used to identify trends in the industry. It also reinforced the importance of solving user problems from a user perspective to improve product performance
More From My Portfolio
Web App
Mobile App