Project 4

 

EZ Auto

Mobile Design: 

 

Project Description:  For nearly 100 years car dealerships have generally been the primary outlet for the average person to buy or lease a car.  It was time to introduce a new and convenient on-line service that allows people to purchase or lease a new car without having to withstand the traditional frustrations that are synonymous with the car dealership experience.  

Based on my own personal experience I decided to develop a mobile website that enables the average car consumer to connect with multiple *car brokers within a specific geographical range.  The user can select, compare and assess different cars from multiple car brokers without having to visit various car dealerships and spend countless hours haggling over prices.  With just a few clicks of a mobile device the user can customize a car to their liking or simply request a vehicle that is within their budget. The user can choose what they want, when they want it and how they want it - putting the car consumer in complete control throughout the entire process. Car Brokers obtain an untapped network of people looking for a new car and the car consumer gets an efficient and convenient method of car buying - a win-win for everyone.

This project was completed from initial concept to a functional prototype over a period of six weeks.  The below presentation outlines my overall strategy and the detailed process behind my concept and design.

 

Phase 1. 

Research Plan:  Within my research plan I was able to identify my research objective (ie. what am I trying to learn), who my target audience is and establish a general hypothesis around my target audience (ie. their behaviors and goals).

Interview:  I interviewed 6 people using a series of questions broken down into four categories:

  • User Overview
  • Car Dealership Experiences
  • User / Car Broker Comprehension
  • User Internet General Practices  

All interviews were in person and voice recorded with their consent.  All recordings were recapped and summarized using an empathetic approach (ie. What did they experience?  What was important to them?)

Feature Prioritization & Competitive Research:  Through on-line research I was able to identify existing direct and / or indirect competitors.  Simultaneously these same websites were highlighted for specific attributes and functionalities that could be applied to my application. I was then able to define those areas that I considered most impactful and suitable for my project.

 

Phase 2.

Affinity Mapping:  Using observations collected from my user research I was now able to synthesize my findings and better define my target user.

User Persona:  Using this design tool I was able to drill down and focus on the primary user and the issues that need to be solved. 

Problem Statement and Hypothesis:  I was now able to separate the problem from my proposed solution and hypothesis as outlined below.

Define the problems that my users are facing.

Problem Statement:  Men and women ages 21 to 65.  Various ethnic backgrounds and limited free time, physically active ie. sports, clubs and extracurricular activities.  Median to high household incomes, single or married with one or more children who need a way to purchase a car without having to step foot inside of a car dealership because they want to alleviate the time and aggravation that is synonymous with the average customer - car dealership experience.  

What can I do to address these problems?

Hypothesis:  I believe that by developing a mobile website enabling customized car purchase inquiries in an on-line platform for car consumers and car brokers to collaborate we will achieve a new modern day alternative in how people buy cars.  

Hypothesis + Qualitative Measures:  I will know this to be true when I see first hand, the average American car consumer significantly reduce the time and complexities of their previous car buying experiences through the utilization of this mobile platform.

What additional outcomes am I trying to achieve?

How might I ... effectively obtain, retain and consistently grow and on-line marketplace of licensed and professional car brokers?

How might I ... validate the utmost importance of customer service through the use of this on-line platform?

How might I ... make car buying a more pleasurable experience for the average car consumer?

 

User Flow:  After a quick exercise in storyboarding I was able to explain what path a user would take from the initial interaction with my application all the way through to the end goal.  The user flow was evaluated, adjusted and updated throughout the duration of my project.  The below diagram is a final representation of the direct and indirect pathways a user would take to complete their task(s).

 

Feature Prioritization:  Throughout the synthesis phase of the UX design process, I would brainstorm possible solutions to my persona's needs in the form of features.  By utilizing my personas, user flow and storyboard I was able to develop a number of different features that would help my target audience achieve their goal.  To help prioritize my features I developed a two-by-two matrix with an emphasis on user impact and user expectations. 

 

Phase 3. 

Screen Flow & Paper Prototype:  At this stage I started to sketch out each step of the user process represented by a thumbnail wireframe that was used as my screen flow and directive for developing my paper prototype in the form of hand-drawn models of the interface of my design.  This was a great starting point for testing out out my initial layout design with actual users.

User Testing:  I tested my paper prototypes in person and voice recorded our conversations with their consent.  

Research Highlights:  With the data I gathered during the user testing sessions I was now able to play back the recorded interviews and synthesize the insights and design recommendations from each of the participants.

Information Architecture:  A visual representation in the form of a site map was developed based on how the user will navigate the site and the content needed to support them in their goals.  This information contains the required content for this specific business model that is necessary to fulfill the overall strategy.

Navigation Reflections:  I wanted to ensure that the breadth of the navigational structure was cohesive.  My overall intent is to keep viscosity low by providing minimal steps for the user to reach the end goal.  In addition, I wanted to maintain good visibility and consistency by keeping all functionalities and aesthetic attributes clear and concise.

 

Phase 4.

Wireframing with Annotations:  Now I was ready to move forward with the visual layout of my concept.  I began with some hand drawn rough sketches of how I wanted this mobile website to look.  From there I moved straight into low-fidelity wireframes using the program Sketch.  In addition to the original wireframes I added annotations to provide clear direction on the intent and functionality of each element within my design.

 

Wireframe Assessment & Project Evaluation:  Next, I took time to reflect on the outcome of my wireframes through a self-assessment of the application's functionalities and aesthetic attributes: 

  • What are the potential scenarios of use?
  • Are my headlines, page titles, body text and navigation clear?
  • Does my text seem too big, small or compressed?  
  • Is my selection of typography relevant to this application and target audience?  
  • Will this application require encrypted storage, session management and / or offline access?
  • Do I need multitouch interactions? (e.g. double tap, pinch-to-zoom)
  • Do I need photo or video geotagging?

Usability Testing:  I was now able to import my wireframes into the program Invision which enabled me to create a functional prototype to test on actual users.  My goal was to determine if my design is intuitive and easy to use - are the expectations of the user achievable based on my current design?

 

Phase 5.

Usability Testing Assessment: Through my observations and the data collected from my initial wireframe testing I continued to iterate and refine my application.  This led me to the final stage of my project. The development of a high-fidelity functional prototype representing the finished product of my mobile website.  Below is a list of some of the adjustments I made to my design during the iteration process.

  • Introduced color and text.
  • Added familiar icons for intuitive navigation. 
  • Separated pages for clarity and easier visibility.
  • Adjusted font size and improved utilization of negative space on each page.
  • Added relevant imagery specific to this market segment.

High-Fidelity Prototype:  Access a live version of my functional prototype (select screen shots provided below).

  • Works best if viewed on a smartphone.  
  • This is only a prototype, therefore functionality is limited.
 

Reflection:  This project afforded me an opportunity to develop and prototype a conceptual yet viable business with an emphasis on research, content, technology and business strategy.  Throughout the duration of this project I received and overwhelming positive response based on the concept and serviceability of this mobile website. This has led to further discussions and consideration pursuant of a trademark or patent filing.