Revitalized an outdated experience. A redesign was long overdue, so we brought new energy to the site with fresh design and added features such as Inventory Search Alert, Compare and Save. Optimized functionality to make the site responsive. Improved site structure, page layouts and informational charts/visuals, made CTAs more actionable for optimal conversion.
Process and Role - In order to give the site an overhaul, it was important to look at competitors in the luxury used car world and determine what would work for Acura. I partnered with the UX lead to research competitors and devise a competitive audit. We put together boards to visually show treatments among competitors. These boards were then used in a working session with the key stakeholders to discuss the new direction and introduce proposed features. From there we were able to comprise a content functionality matrix to inform the site’s structure.
After analyzing the used car shopping process, I created a user journey map to better understand user pain points and challenges in the shopping experience. Being in the luxury used car segment meant there were different user needs in the search for their ultimate vehicle. This helped to inform the final feature set for the site to retain its relevance and competitive edge.
The design phase began ensuring parity with the brand’s larger national site. Button, CTA treatments, typography and new symbols were designed for the Sketch library when we began to divide up sections of the site to work on for wireframe consistency. Since the site was built on a different platform, components were developed by scratch. I worked closely with the dev team to ensure our vision could be implemented properly. There were many iterations to ensure efficient functionality and optimal look and feel.
Results - User testing was conducted pre-launch with a scaled down live prototype and was well received. Testing was done a few months after the site went live and received positive feedback with little need for change. Dealers reported high conversion results with the contact a dealer inquiries. Save vehicle and Inventory alerts are being used often and result in continued increase in sales.
Recognition - Received #1 CPO website from JD Power and industry accolades for CPO brand site.