Designing e-commerce super product
Company: Car startup
Companie's activity: e-commerce
Role: UX/UI designer
The business team and marketing experts achieved these three important facts:
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The end-user loves to buy cars, online.
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The car dealers need a platform to sell second-hand cars.
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The end user needs a centralized platform for all the car services.
Based on the business documents, the design started with three approaches:
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Insight about users.
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Easy navigation on a vast super product.
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Designing in a fast and optimized method.
Here is a loop of the design, every section could be impressed by others:
User research: It involves surveys, user interviews and A/B testing on prototypes.
My handwriting as a drafts and Ideation for survey design
Note: The precise surveys, helped me to have meaningful facts and find out what features and services are more vital for end-users.
User interview: it involves a moderated interview. Because of the variety of users who use the car product, I select many kinds of personas. Here is one of the persona drafts:
Alex Rodriguez
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Age: 28
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Gender: Male
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Location: Urban area, West Coast
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Occupation: Software Developer
Problem: Alex is currently without a car in a city with limited public transportation options. He needs a reliable vehicle for his daily commute and weekend trips.
Motivation: Alex is motivated to find an affordable and fuel-efficient car that aligns with his minimalist lifestyle. He values practicality and sustainability, seeking a vehicle that balances eco-friendliness and modern features.
Online Shopping Habits: As a tech-savvy professional, Alex prefers online shopping for its convenience. He relies on detailed product information and user reviews. A seamless online shopping experience is crucial for him due to his demanding work schedule.
More insightful Items:
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Budget Constraints: Alex is looking for a budget-friendly option, aiming for a vehicle in the $15,000 to $20,000 range.
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Sustainability Focus: Alex is interested in electric or hybrid cars, prioritizing environmental impact in his purchase decision.
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Compact and Efficient: Due to city living, Alex prefers compact cars with good fuel efficiency and easy manoeuvrability.
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Technology Preferences: Alex values technology features such as smartphone integration and advanced safety systems.
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Time Efficiency: Given his busy schedule, Alex seeks a car-selling website that quickly guides him to suitable options without extensive browsing.
A/B testing on prototypes: After becoming more insightful about the users, I conducted A/B tests for important features. There's an example that shows the user wants the Buy button to be accessible and sticky at the top of the product. It helps him with fast decision-making.
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Note: every research had a document with before and after steps, in these documents, I mentioned what I needed to be insightful about and how the facts could help me in design.
A product which is easy to navigate: To have a flexible and efficient architecture in a vast super product, I divided it into three parts.
1. The master one: It was a hub for other services.
The website has been translated into English by Google. This is not the final UI and typography.
2. The sub-products or sub-brands: Involves Online shopping, e-pay, Car sale, Second-hand car shopping
The website has been translated into English by Google. This is not the final UI and typography.
3. User account as the heart of the product
The website has been translated into English by Google. This is not the final UI and typography.
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The user could navigate all of the super products, easily. It doesn't matter where you are, you can reach any service and product you need.
Data-driven design and lean UX: A super product like this, could not be designed and launched in a short time. I used this status as an opportunity. My method was a combination of data-driven design and lean UX. Actually, By Google Analytics, I have become more insightful about current designs. Also, with lean UX, I complete the whole of the product in meaningful steps and parts. After a while, the team had achieved a product in which every step was optimized and user-centred.