Carla

swedish virtual dealership for used electric vehicles

Challenge: Propose a research plan to gather customer insights and define problem statements that can be used as a base for improvements to our car presentation.

UX Research Strategy

UX Cycle

Current Website Walkthrough

Loom video observations, moving through the website with product presentation in mind.

Transcribing into stickies

Prioritizing ideas

I used an Impact/Effort Map to break down my random ideas and prioritize what to focus on, while documenting things that could be of great value with more planning. Yellow stickies were small changes I presented later in my drawings.

Personas

I felt it was important to include who I believe their usual type of user might resemble, “Johan”. That said, it’s a character I created based on many assumptions and no real data from the company. Therefore, I have also included myself as a persona to help frame more clearly who I built these proposed redesigns around.

Competitive Analysis and Inspiration

Tesla

A household name in electric vehicle technology, and a large portion of the vehicles for sale on Carla. This is a familiar website many users may have visited in the past before arriving to this marketplace for pre-loved Tesla vehicles.

Blocket

A large website for users to post items for sale, job postings, etc. As a business, Carla advertises here and many of their users come from Blocket, so it’s a known type of UI and IA familiar to their users.

Mercedes-Benz

A sophisticated parallax-style website that is animated by scrolling actions. Aesthetic of the vehicle is the main selling point, luxury audience. It does cut to the chase at the end about long kms on a single charge. Very little technical information is called out, for a more experiential website style, which is what a lot of people want from the showroom as well.

Smart Car

A less-expensive option, with a playful youthful identity. We might look to this as an example of how to expand into a different demographic than what the site normally reaches.

Sketches Presented from Findings