Persona 1
Len, the loyal Lexus customer
Len has been a Lexus owner for a number of years. He has owned three RX's and already knows what he wants to upgrade to. He has done all the research, knows what trims he is after and now just wants to search for the car.
Behaviours
Len is retired and values his free time
Spends most of his time with grandkids
Hates his time being wasted
Hates being pestered by phone
Goals
Easily search for what model/trim he wants
Contact dealers online to see cars
Deal with everything in his own time
Spend time with grandkids
User story
Len would need to be able to clearly choose the car and trim to start his search. Once he had found cars that fitted his needs, contacting dealers would need to be clear and obvious to start dialogue about price and test drive.
Persona 2
Peter, the Lexus novice
Peter has never shopped at Lexus before. He has no idea about the cars or trims and is just searching to see what is on offer. Searching by model and trim would make his search harder. He is however looking for a large family car that he can take out to the country as he and his family are keen hikers.
Behaviours
Peter works full time and has a family
Very money conscious
Hates making decisions
Wants to be shown the right options for him
Goals
Find the best value car for his need
Easily compare options
Ability to save and come back to cars
Come to a decision on the best car for him
User story 1
To start with, Peter won’t be interested in contacting dealers just yet, but would rather just research what is available. Options would need to be available to allow him to compare cars and share, print or download his findings.
User story 2
Having done all his comparing and research, Peter would now need to be able to easily access his saved cars upon coming back to the website. He would now be ready to start contacting dealers to discuss price and potential test drive.
Search landing
The idea behind the landing page was to clearly signpost the different search options to the users. The page introduces two different ways to search for a car depending on whether you already know what you are after, or you need help in finding the right car. My initial idea was to have these options on the actual search page as tabs, but whilst I was wireframing the page I felt this made the search page cluttered and harder to follow. People could also miss the tabs so I decided to introduce a landing page which would require users to make a decision, and depending on their choice, we would show them the relevant search page. The header also allows returning users to easily access their messages, saved cars and previous searches.
Starting your search
Persona 1, Len, The brand loyal Lexus owner
I needed to keep the search page simple. By presenting minimal key options the idea was to get users into the results as quickly as possible. With Persona 1 already knowing what car they were looking for, this page needed key options to choose the model and trim immediately.
Starting your search
Persona 1, Len, The brand loyal Lexus owner
I needed to keep the search page simple. By presenting minimal key options the idea was to get users into the results as quickly as possible. With Persona 1 already knowing what car they were looking for, this page needed key options to choose the model and trim immediately.
Results page
The results page was designed to be easily scanned. I purposely laid out each listing item so that there were clear columns for the different content. This means that as the user scrolls through the listings they can clearly scan the different car details such as the model, trim, price, car photos and/or the dealer info for each car. Options to save, share and download the PDF are subtly highlighted and the enquire button is prominently highlighted using colour and a drop shadow allowing a clear call to action to contact the dealer.
To view car details the user just needs to click on the ' View Car Details' link which opens up and an accordian showing more details about that car.
Users can filter and sort the list by using the clear options at the top. The idea being when a user scrolls this bar would sit at the top of the screen.
Template features
Easy to scan car information
Prominent call to action to enquire about car
Fixed menu bar allowing users to filter or sort results
Quickview car details instead of loading a new page
Refine your search
Instead of the usual filters down the side or across the top, I went with an overlay approach. The advantage of this approach was in keeping the listing page clear and simple, I could give the filters the full screen allowing for a more visual approach to filtering by the different options.
The saved cars page was designed to also allow the user to compare each car they have saved. By using an accordian approach, users can easily browse the info they want to see without having to scan a long page list of every feature the car has.
Cars can be easily scrolled through using the arrows and, via a delete button, can be removed from the page.
Enquiring about a car is made easy via a prominent call to action underneath the car details.
Template features
Car details easy to digest due to accordian approach
Car details shown in columns allowing for easy comparing.
Clear call to action to enquire about each car
Cars can be easily removed via a delete button
Enquiring About A Car
The aim of the enquiry page was to allow users to have quick and easy conversations direct with the sales person, about a specific car. By making it a live chat, users can book a viewing, a testdrive or enquire about a car's availability and price in a more streamlined fashion - getting them the answers they need a lot quicker than having to submit a form. Messages can also be stored so the user can keep track of conversations they are having about numerous cars all on one page.
