“Online Market” is a fictional name for an automobile classifieds website. Although their customer satisfaction ratings have remained relatively constant over the last 7 years, their market share is shrinking by 4% each year which threatens their business.
After conducting market and user research they’ve determined that this decline is most likely due to the decrease of the web-based services in favor of the mobile apps, which is what competitors are recently adapting.
Many customers prefer to use mobile apps for browsing and posting ads because they’re faster, easier and more convenient. Customers can shop right from the device they always have, their mobile phones.
“Online Market” believes that if their customers can easily access their service from mobile, they can expand their customer base and market share. They are planning to design and release a mobile app.
“Online Market” app is an automobile classifieds tool that helps customers browse, buy and sell almost anything online quickly and easily.
In order to have a good idea about the target customers, “Online Market” did some user research which came up with the below findings:
After observing users in their website and after getting feedback from users of competitors, “Online Market” came up with the fact that young people with good tech knowledge and limited time are acquiring a big chunk of their targeted users. A persona describing the qualities of the targeted users are created based on the market research:
UX Research and Design process
Expected business outcome for this product:
Expend customers base and market share. Beat competition on the automobile classifieds market.
Stay up to date where ever they are. Kill time by browsing latest ads.
BLX is a web and mobile app classifieds service which operate in Egypt. This service collect lists of automobiles from local showrooms by physically visiting these showrooms and take info including pictures of every car. BLX has established relationships with automobile showrooms which share their inventory for a fee or percentage of every sale. BLX hires data collectors and photographers as independent contractors.
- Good design and easy to use interface.
- Provides additional useful features like automobile trends in Egypt and latest prices.
- Charges 5% of every sale or a fixed fee of 10$ of every listed item.
- Doesn’t offer a wide range of automobile options for users.
- The service is limited to Cairo - Egypt.
- Doesn’t provide search filters.
Context of use
Below is the expected scenario of use for The Savvy User (TSU) while he look for an automobile:
While TSU is waiting for laundry to finish, he decided to browse for a car since he have some time until laundry finish. He heard about “Online Market’s” new mobile app and decided to give it a try.
TSU browses various car makes and models to get an idea about car prices. He added some interesting ads to his favorites section for future reference. based on his browsing experience, he narrowed his search to three car models: Toyota Camry, Nissan Ultima and Honda Accord. he searched for these models and filtered the result to a price range form 12,000$ to 18,000$ and to black color as this is his favorite color. He stumbled upon an ad that meet his search criteria so he decided to contact the seller by sending a private message negotiating the price. After getting a good discount he agreed to meet the next day with the seller to proceed with the purchase process.
Since he’s buying a new car, TSU need to sell his current car quickly to secure part of the payment for the new car. He opens “Online Market” App and tap the “Post new ad” button where he entered a quick wizard to enter his car properties like the make, the model, color, milage and transmission.
After that he entered an appealing title for his ad by following the guidelines displayed next to the title section and entered an extra description about the car, enter the desired price and check the “Negotiable” checkbox as he is willing to negotiate the price then he hit “Submit”.
Since he does not have an account, he is presented with a login screen with an option to register, he tap “Register” button and complete the quick form to register. A confirmation message is sent to his mobile to verify it. He enter the confirmation code and his ad is instantly published.
After 2 hours, he received a call from a potential buyer who want to negotiate the price. They reached a point of agreement and TSU sold his car.
In order to determine the IA of the mobile app, the card sorting technique was used to determine product categories.
The goal is to find how users naturally categorize cars by using the card sorting technique to determine the information architecture for the mobile app.
Product UI Requirements
In order to achieve the goal for the app, the following pages are needed:
Displays the main categories along with the latest ads and search bar
Displays a list of ads under the selected category. Search bar is also presented
This page have all the information for the ad including ad main picture, description, price, parameters (make, model, color … etc) and a comments section. Also, it has the three action buttons (Call, comment & add to favorite)
When user tap the main picture of the ad, a galley with all the pictures related to the ad are displayed.
In this page, the user can filter the search results and sort them.
Displays a list of user’s favorite ads
User posted ads:
In this page, the user can manage his own ads. He can edit, repost & delete his ads.
This page displays all notifications like new comments, approved/disapproved ads … etc.
This page is displayed when the user tap the “Bell” icon on top right of the screen. Note that the icon will show also a red badge with counter for unread notifications.
Displays user information.
User can edit his information here.
Change password page:
User can change his password here.
This page allow the user to post an ad.
When the user tap a parameter field like the “Make & model” field. a new page with a list of all car makes is displayed for the user to choose from. For the “Make & model” field, after user choose a car make, a new page will appear for him to choose car model.
Informs the user that his ad is posted successfully.
User can login to his account here.
Reset password page:
User can reset his password here.
Create a new account here.
Now that the above UX steps are done, it's easy for the UI designer to start designing the final version of the app