UX Research - Automobile Industry Giant
The Research was done on the existing website of a world wide automobile industry giant "A" and includes the following deliverables:
1. Heuristic Evaluation
2. Competitive Analysis
3. User Personas
4. Customer Journey Map
Heuristic Evaluation
I. FUTURE IS ELECTRIC
■ About Brand A - Electrification
1. Under the different types of electric vehicles of Brand A available, only the number of models is listed but not the details.
Opportunity: While hovering on the number of models, list of different models can be viewed as a popup by the user.
2. Brand A is expanding its scope to be fully electric. No information about EV charging stations is provided.
Opportunity: A new feature which gives information about the locations of EV charging stations and booking facilities.
2. SEARCH OPTION
■ Tedious and time-consuming search process, when the user needs to search for a particular feature
Opportunity: Effective site search means better usability, so customers can find things more quickly. This can translate into higher sales, as customers can find what they are looking for easily, while site search also offers opportunities for merchandising.
3. BUILD/CONFIGURATOR
■ The display of vehicle in the build section is 2D. It is less intuitive
Opportunity: A better user experience by providing a 360-degree view of exterior and interior. This also gives a better idea on the configuration made.
■ Unable to direct back to the home page after completing a build
Opportunity: Clicking on the Brand A logo will lead the user directly to the home page instead of the build landing page.
4. SUPPORT
■ When the user needs to know about a specific feature from the manual, it is a tedious task (Eg.: To know about a particular warning light)
Opportunity: Easy search options to search for specific contents in the manual without going through the whole document. More like raising questions and getting answers for it.
5. OLD VEHICLE
■ No option available to sell/exchange the old vehicle
Opportunity: For a budget conscious person, he/she would like to have options to sell/exchange the old vehicle. After entering the details of the current vehicle, can get quotes from different dealers.
6. ADDITIONAL
■ Child seat details are only provided
Opportunity: Adding child seat configuration option to the configuration(build) settings based on the age of the child.
■ Vehicle Comparison
Opportunity: Providing easy and better options for comparison of different models of Brand A.
Competitive Analysis
Analysis was done on the features available in the website of brand A compared with its competitor brands B,C and D.
Competitive Analysis between brands A,B,C and D
User Personas
User Personas were created of two existing users of Brand A. One being a business man and the other a IT professional, their requirements and pain points differ.
User Persona of a Business Man who is an existing user of Brand A vehicle
User Persona of a Working Professional who is an existing user of Brand A vehicle
Customer Journey Map
A customer journey mapping was done based on the User Persona of the Business man.
