Car Crown - an online tool to buy and sell old cars
With this case study, I’ll be sharing the steps and the thinking behind the design decisions that I took to redesign the customer’s login landing page of Car Crown to boost the conversion rate.
The challenge was to win customers’ confidence by redesigning the login landing page and increasing sales and the growth of the business.
The first thing users need after logging in is a clear path to take in order to achieve their goals. I found that, with so many paths to choose from on the existing page of the car crown, users are overwhelmed.
If I had time and resources, I would love to conduct two different types of research. This will enable me to gain information regarding poor conversion rates.
1. Using qualitative research methods like Feedback from existing customers.
2. Using quantitative methods like Google Analytics / Hotjar to get data on how long users stay, the bounce rate, and their online activity while on the site.
I decided to take these steps to solve the challenge.
Consequently, in order to reveal the landscape of the market, product’s unique selling features, latest tends and innovation, I decided to closely examine two competitors of Car Crown- mobile.de and autoscout.de.
Mobile.de offers a search tool to its customers for buying and selling vehicles.
For now, since I need to design only the login landing / customer page, I consider it my product. The customer page of mobile.de consists of top navigation, an extended search box, Trade-In (CTA), Create an advertisement (CTA), Offers, Nearby car dealers, and footer navigation.
2. Downloading time of the page is higher than usual, I believe it’s because of the image they are using for the background as a hero image.
The customer page of autoscout24 consists of top navigation, an extended search box, current offers (CTA), trade-in (CTA), offers (CTA), and footer navigation.
2. There is too much content on the page, which may lead the customers less focused on the target.
Having prepared an interview script, I conducted user interviews to understand the customer’s behavior and their existing mental model. The interview questions were focused on the pros and cons of the in-webpage buying and selling process as well as the offline experience.Two moderated remote interviews were conducted, one has recently bought a used car through one of these online tools and other was looking for to buy a car. My goals behind it to understand users motivations and pain points going through the whole process of buying a car.
“Trading a car starts online only! The large majority conduct ample examinations online before going to a dealer store.”
-Providing an optimized and enjoyable experience encourage them to buy it online.
“Many times the process is not transparent enough.”
-Including a chatbot/customer service support would help them to clear all the doubts”
“websites/apps do not include features like Bluetooth, navigation, sitting capacity, place of registration, seat-covers, etc.”
– an extended search filters can be included
“Drive-through is not possible if the seller does not live in the same city. “
The user (buyer) prioritised the filters in the following order-
Price, Brand, Mileage, First Registration, date, and place, Diesel/Petrol, Transmission -Automatic/Manual, Financing / Payment method, Delivery Time, Delivery Place, Return Policy, Navigation. Sitting Capacity.
The user (seller) prioritised the filters in the following order-
Evaluation / Price, Payment Method, Return Policy, Paperwork/formalities
The sitemap resulting from the closed card sorting using optimalworkshop.
The research above and the existing website led me to create a rough draft by outlining all my ideas onto paper using a pencil.
Since handwriting is sometimes difficult to understand when describing it with teammates, I decided to translate it digitally before spending time creating a high fidelity mockup.
This high-fidelity screen has been designed by following the brand design guidelines of the company and the material design guidelines.
If would have more time to work on it, I would like to take the following steps-