PROJECT OVERVIEW

Over the past few months, Clutch has been integrating new design elements into the front-end of their website. One area that had not seen a complete redesign since the updated design library had started integration was the Vehicle Display Page, or VDP for short. In fact, the VDP had yet to see a complete redesign since the initial launch of the product. 
This page plays a very crucial role in the sale of all used vehicles, but was currently growing a long list of business and user requirements that had yet to be seriously considered. 

The new redesign of the VDP matches both the goals of the business and the expectations of the user. It now has elements of the new design system, offers a more clear direction to specific information, and educates the user to build trust.

THE PROBLEM

Over the past few months, we learned that users were finding it increasingly harder to find information regarding each vehicle’s previous history, how they could locate the pricing breakdown of the vehicle, and whether or not this sale would be legitimate. 

While shopping the VDP, users did not feel confident in their decision to purchase the used vehicle, as they were finding it difficult to make informed decisions about the vehicle’s current state and price. They felt this crucial information was far too hidden and caused friction when deciding on whether the sale would be legitimate or not.

BUSINESS PROBLEMS

From the perspective of the business, Clutch was going through a site-wide aesthetic clean-up, and stakeholders felt it was time to elevate the look and usability of the VDP, so it would appear as more cohesive with the overall product.

PROJECT WORKSHOP

With the hopes of hearing as many voices and ensuring the user was always being advocated for, we decided to conduct a workshop amongst key stakeholders. In this workshop, we uncovered everyone’s hopes and fears for the redesign, while also exploring some interesting ideas. 

Once the workshop was complete, we synthesized our findings and organized all information into the categories of unwise, big bets, and no brainers. The decision making on moving forward with some ideas was considered with a few elements in mind. Considerable elements consisted of what was MVP, what would have the greatest impact on the current pain-points of the users, and how does it align with business goals. From here, we placed a larger focus on making information far more accessible, improving the affordability calculator, adding interactive elements like a share option, and tweaking finer details that will have a larger impact.

SYNTHESIZED FINDINGS

Once the workshop was complete, we synthesized our findings and organized all information into the categories of unwise, big bets, and no brainers. The decision making on moving forward with some ideas was considered with a few elements in mind. Considerable elements consisted of what was MVP, what would have the greatest impact on the current pain-points of the users, and how does it align with business goals. From here, we placed a larger focus on making information far more accessible, improving the affordability calculator, adding interactive elements like a share option, and tweaking finer details that will have a larger impact.

THINKING ABOUT HOW WE COULD AID THESE PROBLEMS, WE ASKED:

HOW MIGHT WE IMPROVE THE INFORMATIONAL LAYOUT AND UTILITY OF THE VEHICLE DETAIL PAGE IN ORDER TO SUPPORT THE PRE-SALES TEAM TO GET USERS TO CHECKOUT, BUT ALSO OPERATE AS A STANDALONE SELLING TOOL FOR SELF-SERVE CUSTOMERS TO MAKE AN INFORMED PURCHASING DECISION?

USABILITY TESTING

We were interested to know how users would feel about the new designs, so we began conducting usability tests amongst several potential users. Through testing, we discovered some key takeaways of usability issues with minor gallery interactions, a slightly over complicated gallery flow, and information overload. With the feedback from each session, we combined our findings and made adjustments according to the issues that would have the highest impact on the usage of the design.

THE GALLERY EXPERIENCE

THE FULL PAGE EXPERIENCE

THE FINAL RESULTS

With the proposed redesign, users can now shop the Vehicle Display Page with confidence, as it takes on a more reputable appearance, offers users clear direction to specific information with defined buttons, and offers areas with education in order to make informed decisions.