My Role:

• Create harmony between users needs, business requirement and and technical limitations
• Working closely with business analyst, designers and stakeholders to conduct the plan and storyboards
• Sketching design concept and producing wireframes
• Planning and developing interactive prototypes
• Testing on early stage with few different age groups
• A/B online testing

The Problem:

I started this project by focusing on key statistics from Google Analytics, users spent 3 minutes by filling all important information without submitting the car advert.

• Mobile drop off - 60% from 55% users.
• Desktop drop off - 45% from 37% users.

Our main principles:

1. Cut out the clutter

• Interface overloads our users with to much information
• Add simple rule of thumb: One primary action per screen

2. Show our users where they are

• Coherent and consistent navigation
• Should communicate the current location: Where am I?

3. Minimize need for typing

• Keep forms short and simple by removing any unnecessary fields
• Easier, more obvious steps

Interviews:

Along with the information found on Google Analytics and also from Hotjar, I conducted interviews with few users. Main key questions we asked:

What is your Age group? (18-25, 26-35, 36-45, 46-55, 56+)

What is your profession?

How often do you use your car?

Are you considering buying a newer car?

How often do you use Carzone site?

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Wireframes

After the user flow draft, I began with mobile first wireframes and after I was happy with the results I worked with the desktop version. I conducted a few user testing on a very early stage by printing the wireframes and ask users to complete the task. That was a very good experience, I learned that our users focused more on the process rather than design.