Simplify the process for website visitors to locate dealership cars:

• Implement a prominent search bar on the homepage allowing visitors to search for cars by make, model, or other relevant criteria.
• Provide clear navigation links or buttons to popular car categories or featured vehicles.
• Include filters to refine search results based on price, mileage, year, etc.

Enable website visitors to easily sell their cars to the dealership:

• Create a dedicated section or form where visitors can easily input their car’s details for selling purposes.
• Guide users through a step-by-step process, making it simple to provide necessary information such as car make, model, year, condition, and contact details.
• Offer an option for users to upload photos of their car for better evaluation by the dealership.

Implement a straightforward navigation system to guide website visitors to the pre-approval page:

• Clearly label and highlight the pre-approval page in the navigation menu.
• Use clear and descriptive call-to-action buttons or links directing users to the pre-approval page from relevant sections of the website.
• Provide informative content on the pre-approval process to help users understand its benefits and requirements.

Provide inventory search functionality across all dealership inventories:

• Integrate a comprehensive search feature that allows users to search across all dealership inventories simultaneously.
• Offer advanced search options such as filtering by price range, vehicle type, features, and location.
• Ensure search results are displayed in a clear and organized manner, with relevant information and thumbnail images for each listing.

Ensure accessibility of dealer contact information and business hours on the site:

• Place contact information prominently on every page, such as in the header or footer.
• Provide a dedicated “Contact Us” page with detailed contact information, including phone numbers, email addresses, and a contact form.
• Display business hours clearly and prominently, possibly in the footer or on a separate page for easy reference.

Here’s a summary of my findings for competitor research:

Dealer Car Search: Their website is well-designed, but the dealership search functionality isn’t user-friendly, and they lack a diverse range of design options for dealers to choose from.

Dealer Inspire: Their website template appears overcrowded, making it difficult for visitors to find information easily. They have too many calls to action, and on mobile devices, the content is too close together.

V12: offers simple websites with a search feature allowing dealers to select their make, model, and brand. However, all of their website templates appear outdated.

After completing the high-fidelity design, I initiated the A/B testing process. Initially, I employed the expert review technique to gather insights from individuals familiar with the product. Subsequently, I revisited participants from previous interviews. Here are some findings from both groups:

I presented both desktop and mobile versions of the design and asked participants to provide feedback while engaging with the design. I observed their facial expressions to gauge their reactions and noted any areas where they seemed particularly interested or engaged for further investigation.

During the A/B testing phase, it became evident that for older users, the accent color for CTAs was not sufficiently clear. Additionally, on the mobile version, there was an issue with a long scrolling bar.

Additionally, it was noted that the font size, especially for the vehicle price, could be increased to enhance readability. Another observation was the suggestion to replace the section showcasing a few vehicle features with a slider displaying all featured vehicles for improved user experience.

1.Improving Accent Color for CTAs: I will explore different color options and increase the contrast between the CTA buttons and their backgrounds. I’ll conduct usability testing with older users to determine which color schemes are most easily distinguishable.

2.Resolving Long Scrolling Bar Issue on Mobile: I’ll optimize the layout to reduce excessive scrolling on the mobile version. This might involve condensing content, implementing a sticky header for easier navigation, or organizing information more efficiently with pagination or tabbed sections.

3.Increasing Font Size for Vehicle Price: I’ll enhance readability by increasing the font size of the vehicle price. I’ll ensure that the font size is large enough to be easily legible, especially on mobile devices where screen space is limited. I’ll conduct user testing to determine the optimal font size that balances readability with aesthetics.

4.Replacing Section with Vehicle Features with a Slider: I’ll implement a slider or carousel feature to showcase all featured vehicles instead of just a few. This will allow users to easily browse through a variety of options without feeling overwhelmed. I’ll ensure that the slider is intuitive to use and doesn’t negatively impact page load times.