barsha saikia
Creating a better user flow for the 'Buyers' of Cars24 App
About Cars24
About CARS24 Cars24 is a platform business facilitating a transaction between used car sellers and buyers. While individuals looking to sell their cars are primary personas under the “seller” category and Local used car dealers as well as individual buyers are “buyer” personas.
In one of their business models -- “Individuals” selling their car, list their car on CARS24 platform and “Buyers” looking for used cars browse through the wide assortment of these Cars listed on the CARS24 website. These buyers leave their footprints (leads) in terms of views and offers made on the cars. Through these leads match making is possible between the buyers and sellers.
Keywords
User Experience
Re-Designing Flow
Wireframe
Design Assignment
Case study
Brief
Objective
● To improve discovery (impressions/views) as well as to improve “make an offer”(in car details page).
Tasks
● Suggest ways to improve the discovery of cars (on listing page) on mobile websites.
● How will you improve the impressions to make an offer?
● Rethink the “Listing page” and “Car details” page on the mobile website.
Deliverables
● Thorough process to approach the given tasks.
● Key value proposition / ideas.
● Wireframes
UX Design Process
Understand problem
UX Audit
Gaps
Ideation
Wireframing
Visual Design
Understanding the problem
Core Issue
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Perception of Used Cars
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Factors affecting final decision making
the Users
Users
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Motivations
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Pain-points
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Goals
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Needs
the Goals
Goals
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Business goals
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User goals
Findings
Core Issue
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The value of cars is inversely proportional to the number of years it has been in use by the owner.
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There is a trust issue in people towards used cars in terms of-
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Condition of the car
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Authenticity of paperwork
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Fair price
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Hidden details like previous accidents etc
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Factors affecting in final decision making-
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Availability of spare parts
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After sales service
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Perceived higher value (look & performance)
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Users
User Persona
Age: 35-45
Married
Professional
Most likely his first car or second car for home usage
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Goals -
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To get a best priced used car for his and his family’s needs.
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Motivations -
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Post covid situation of increased public travel risks.
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Enough savings for bigger purchase for his and his family’s safety.
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Pains -
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Difficulty in choosing the most apt model for his needs.
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Trust issues.
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Needs-
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A platform with great options which provides a sense of control and embark trust in the User and considers his specific needs.
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Goals
Business Goals
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To increase conversions.
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Expend customers base and market share. Beat competition on the used car classifieds market.
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Provide quick decision making.
User Goals
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To make the most informed decision.
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To find the best match for their budget.
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To be able to trust theplatform for a fair trade.
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Easy decision making process.
UX Audit- Buyer's Flow
Home Page
Listing Page
Product Detail Page
Make an offer page
Gaps Observed
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Customised Homepage:
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The buyer’s home page can be made a little more customised for the user to get a feel of care and personalised attention from the platform.
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More Clarity:
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There are segments like Hot deals but no specific meaning or clarity about the terminology.
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The authenticity of the inspection report is not clear.
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The 'make an offer price' page is quite devoid of information, also no explanation is provided about the concept.
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Listing Page:
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The listing page consists of only 1 picture of the product forcing the user to having to view the entire product in a separate click.
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The listing page also is quite stagnant and monotonous.
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Personal Connect:
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There is a lack of personal touch and emotional connect from the seller’s side to connect with a potential buyer.
Ideation
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Customised Homepage-
- Curated collection of products based on previous searches
- Recent Product Viewings
- Video testimonials
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Advanced search options with additional features like Save/ Heart products to wishlist, Compare option
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Although one of the value prop of the platform is free and authentic inspection, there is no highlighting of the fact, making it not clear to the user
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More pictures of the product in the listing page to help in quick decision making. Zoom and see option for greater conviction.
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Seller’s personal note of about the car in the product detail page to add an element of bonding and trust.
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More informative Make an offer segment.
Reimagined Buyer's Flow
Wireframing
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Simplified User journey with more specific and customisable content
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Product details page flow and content redesigned
Prototyping
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Save car option and compare option
