Personal Project
Amazon Automotive
Page Redesign
Amazon is one of the most recognizable brands in the world. However, many people need to be made aware of the services Amazon offers for their vehicles. When browsing through this specific section of amazon, I saw opportunities to improve usability, especially for new vehicle owners. ​
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How can we facilitate the shopping experience in Amazon Automotive for new vehicle owners?
Role:
Research, UI/UX
Duration:
4 Weeks
Software:
Figma, FigJam, Illustrator
Year:
January 2022
The Problem:
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Usability on the Amazon Automotive Site
The Solution:
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Re-designing for Easy Use
Usability Test:
Original Amazon Automotive Website
To fully understand how to improve Amazon Automotive, I conducted four usability tests to see how users interact with the web service. First, I needed to see what worked, what users struggled with, and their overall concerns. I gave them each five tasks.
Tasks
1) Put in your Car Information
2) Buy Tires for your Car
3) Order Installation Services
4) Find the Amazon Virtual Showroom
5) Find the Installation "how-to" Page
Findings
Competitive Analysis:
Exploring other Apps for Solutions and Opportunities
Overload of Information: For tasks four and five, users had a difficult time and were frustrated. The search bar didn't bring them to specific pages like "showrooms" or "how-to." Users had to scroll through the entire webpage and couldn't process all services. Some eventually gave up on tasks.
Limited Installation Location Options: Some users were annoyed at the limited location options for the tire installation services.
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To fully understand how to effectively re-design the site, I analyzed the strengths and weaknesses and identified missed opportunities for various applications. Here are two company sites I focused on.
Walmart
Walmart, much like Amazon, has a plethora of services. Yet, their vehicle page is cluttered.
Learnings
Deals: Walmart emphasizes it's deals to attract users. "Tax Time Deals"
Auto Care servcies: More auto care services than amazon, Ex: Oil changes.
CarSaver at Walmart: An efficient service to buy and finance cars without haggling.
Carvana
Opportunities
Nav-Bar: Back in 2022 January Walmart's auto section was cluttered, but had a lot to offer. They could add on to their buttons or create a separate navigation bar for easier auto related purchases.
Automatic Scroll feature/Slideshow: Auto services are at the bottom of the page. Using a slideshow feature on the landing page shown above will better market these services.
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Carvana is an online used car retailer. They're the fastest growing online used car dealer in the United States and is known for its multi-story car vending machines.
Learnings
Customer Service: The poor customer service (such as inefficient customer complaint handling) can trigger the negative word of mouth about the business and affect business growth.
Social Media: Carvana Co has a strong presence on social media with more than millions of followers. It has high levels of customer engagement with low customer response time.
Marketing: Even though the product is a success in terms of sales, its positioning and unique selling proposition is not clearly defined which can lead to the attacks from competitors.
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Opportunities
Local Collaboration: Tie-up with local players can also provide opportunities of growth for the Carvana in international markets.
Trend of customers migrating to higher end products: It represents great opportunity for Carvana, as the firm has strong brand recognition in the premium segment, customers have experience with excellent customer services provided by Carvana brands in the lower segment.
Expand into global markets: There are plenty of other countries where online car sales businesses could thrive. If Carvana enters these markets first, it will have an advantage.
User Research:
Findings from User Survey
I conducted a user survey of 33 people of varied ages and backgrounds. The data let me better understand what users were looking for and learn more about their shopping priorities. Down below is the information I collected.
Findings from User Interview
I conducted user interviews across a broad range of ages to help get a better understanding of how auto users think. Down below are my main takeaways.
Affinity Mapping:
Organizing the Data from User Survey & User Interviews
To better understand the data I collected, I created an affinity map to organize my data and pin point user goals and stories.
Overall
Findings
Most people:
• Buy accessories for their vehicle
• Shop online
• Factor Price heavily
• Look for Sales & Offers
• Have a trouble trusting automated representatives
• Value customer Feedback
• Seek professional help when having car troubles
Project Goals
What Do I Want to Accomplish with this Project?
Increasing User Engagement for Services
Many new vehicle owners should be aware of installation services or car assistance with amazon. Unfortunately, these features are hidden on their page. I will increase user engagement in this project by making this service noticeable.
Compatibility
One of amazons services is inputting car information and finding parts or items compatible with their car. I want to market this feature to users and ensure compatibility by improving filtration systems.
Simplicity
Amazon's automobile page could have been easier to navigate. I want to create a simple site where every service/product is easily accessible without overwhelming the user.
User Persona:
Using my research findings, I created two user personas based on the mind of a new vehicle owner and an avid online shopper. These personas are also my target audience.
Brittany the New
Vehicle Owner
“She’s not just four wheels and an engine. She’s home”
AS a college student, and new vehicle owner, I want to buy reliable products for my car, have convenient online purchasing, and find the specific accessories/parts that precisely fit with my car model. Lastly, I want to make my car feel like home.
Needs
- Good Customer service
- Installation Service
-Student discounts
Struggles
- Hates products without warrantys
- Installing parts
- Buying products without reviews
Stuart the
Online Shopper
“ Living Lavish on a budget”
AS a working man with a good pay, I like to spend my money on highest tech and install it to my car. I enjoy roading tripping with my friends when I'm not at work. I also like to pass traffic time by engaging with the items in my car. However when I only like to get accessories and gadgets for my car when they have a good deal.
Needs
- To buy new things
- A good deal
- To have his car in peak condition.
Struggles
- Using automated representatives
- With limited product range
- poor quality products
- Mixing up his cars maintenance cycle
User Stories & Goals
High
• AS a customer, I want to have wide range of products so I can make purchases in one place for everything.
• AS a shopper, I want to be confident that the recommended products will be fully compatible with my car.
• AS a busy customer, I want a simple website to facilitate my shopping experience.
Mid
• “AS a buyer, I want to be able
to filter the bestselling automotive products."
• AS a user, I want a well-organized customer feedback
section so that I can make faster purchase decisions”
Low
• “AS a buyer, I want to be able to search for my vehicle with my VIN when I add it to my profile to make my shopping experience transparent”
• “AS a busy customer, I want a broad array of options for installation service”
The User Flow:
UI Kit, Color Palate, Typography:
Wireframes:
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Mid-Fidelity
This Mid-fidelity wireframe was sketched out of a low hand-drawn wireframe. We conducted some usability tests and changed some features along the way.
High-Fidelity
