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Taking a car dealership customer portal from proof of concept to MVP

Role: Lead designer

Contribution: Service mapping, prototyping, UX/UI design, lab research observation and analysis, design system creation, stakeholder management

JCT600 customer portal onboarding screen

Discovery

I kicked the piece of work off by spending a day at one of JCT600's dealerships learning how they sell a car and understanding the systems involved in this process, then visualised this as a service map.

Proof of concept

Key challenge
Technical limitations (one way data), creating something for the customer that mostly serves the business

Approach
Created two basic prototypes to test the flow and gauge viability with users in the lab.

Proof of concept - iteration two

Key challenge
In testing, it was loud and clear there isn't enough value to the customer in the portal yet. Customers have a negative perception of car salespeople, coupled with hesistancy over sharing personal details digitally.

Approach
The focus of the 2nd iteration was around building in perceived value and trying to increase trustworthiness.

  • Added in onboarding to create more perceived value, working with a content designer to ensure the flow from email to task completion was clear
  • Push to have system integration with their stock database so we can pull in a photo of the car booked for test drive to create more excitement around the car
  • Added time labelling onto tasks to give customers more of a sense of time saving, and increased presence of gamification
  • Created an 'info panel' design pattern and ensuring at every stage we ask the customer for details, we use this panel to explain why we need the customer's details

The focus of the 2nd iteration was around building in perceived value and trying to increase trustworthiness.

MVP

Key challenge
Customer value is still low - how do we improve this without adding new features?

Approach
Push to make filling out the portal a more pleasurable experience.

  • Worked with Art Director to help inform new visual direction for JCT600 and create a wider (and accessible) colour palette to work from, and allow us to bring in slicker design elements and illustrations
  • Redesigned all elements and put the foundations of a design system in place to allow for easier iteration and growth in the future
  • Started designing animations and micro-interactions both to create a more enjoyable experience, but also to to provide reassurance in tasks that involve submitting user information