Review and breakdown of BS
1- The first thing you see is a car selection form and cognitive overload of textual information further down the page. There is no clear funnel for users to go down, especially if they aren't familiar with BS website or how second-hand car dealership works. There's little imagery so the user will have to google what the car looks like whilst browsing on the website. Ideally, the user needs to know what car, model & body type, fuel and the drive (M or A) before they're able to get to the purchasing page.
3- (funnel indicator, jumps straight to 3, missing out on 2)
-You're then met with a list of cars and text further down the page about how BS works. At this point, it looks like a lot of words flying across the screen and heavy on the eyes.
-It does show the price and alleged savings the user will make. It's not clear how to get to the next page or how the user purchases the car.
4- Add-ons ie colour, fabric choice, wheels etc. It appears on this page there are multiple ways the user can go. The page indicator is on 4 out of 6 even though it's allowing the user to skip all of this and request a callback. User has information so far about their purchase, finally.
- Add-ons - ie colour, wheels, fabric - with separate funnels to go down. PX or PCP information to go to the next screen. Request a callback form with lots of information. At the bottom is a CTA about PX and unable to read all the information on the page. The page indicator is on 4 out of 6 even though it's allowing the user to skip all of this and request a callback. Adding in name and contact number. Can apply for finance and part exchange through this page.
- Still able to fill out a mini form to request a callback.
6- A Complicated breakdown of the final cost. No way to actually buy the car there and then, you need to speak to customer support. Even pressing 'Start order process' brings up a pop up to enter more details, even though on page 5 you submitted them.
Next steps- Simplify the purchasing process and empower the user to be in complete control of their choices. The biggest gripe with the website is the cognitive burden on the user.
Ways that this could be simplified-
- A visual video/animation explaining how BS works and the process.
- From a visual standpoint, the design is outdated and lacks the simplicity, the process can be shortened to minimize confusion, maximize trust, and increase the efficiency of completing the purchasing process.
The above quote is quite relevant to the design process of BS. Unless the customer/user has a firm understanding of the car that they're after, they won't be able to make a clear decision unless they research, in turn potentially losing them as a customer to another website or getting distracted with something else.
I do like how BS pushes for the final purchase to be done with a real human, but this does slow down and halt the buying process.
Sketches and Wire Frames
When designing, the first impressions of a product set the tone and builds a form of trust for the user, before they think about committing to a product. Thinking about the sign up form aka for the purchase stage to begin I need to think through how to make it as simple as possible. A successful registration form can increase conversion rates and mitigate drop-offs that can prevent a user from seeing the value of the product.
Although the sketches are quite simple, i’ve tried to focus on the simplicity of choosing what car manufacturer to use, through to the filling out of the form.
Personas/ user stories / job stories
When thinking about the ideal client, user, the persona I like to think of it as a job or a role the user will play out. I read an interesting article which describes using job stories helps to better the overall "persona idea".
When ____ I want_____So I can.
So here are my thoughts on the ideal job the user wants to fulfil when using BS.
Here are my designs that I have created for BS. With researching into what other car dealership websites are doing, user jobs, I now know that a typical user knows a broad idea of the type of car and add-ons that they’re looking for.
I decided to have 1/3 of the page dedicated to new cars, or popular cars to show the user what offers and deals they’re able to obtain on BS. I then designed a section to allow the user to begin the purchasing journey, or to skip it all and buy one there and then.
Choosing the make
Here the user can choose what style of ‘BMW’ that they’re looking for.
I thought that putting it into sections and having it turn blue once the user has selected it, will make the purchasing a lot clearer and easier to understand.
Choosing the style of car
This screen allows the user to choose what style of car that they’re looking for. Depending on what they choose ie Touring, Petrol the images of the car will change. I feel that this will help them to feel that they’re in control and help them to justify the decision.
Add ons and cash total
This is one of the final screens that the user will have to interact with.
They have the option to choose the colour, wheels, seat fabric etc or they can buy the car there and then.
I thought a lot of the registration form. A successful registration form can increase conversion rates and mitigate drop-offs that can prevent a user from seeing the value of the product. I want to minimise confusion, maximise trust, and increase the efficiency of purchasing a car.
Here the user can easily fill out their car details to see if it can bring down the final cost. The other components on the screen will stay the same to keep consistency.
I have designed the prototype to show what the discount would look like if you PX a car through BS.
I decided to allow the user to still see the savings from the previous form, and if they want to use PCP then they can.
This is the final total,
I had to keep all of the terms and conditions so the user can see how and what happens when choosing a car from BS and are able to see the overall grand total with the discounts applied. They also have the visual image of the chosen car, so they know what they’re purchasing. I want the user to be re-affirmed that they are making the perfect choice.
The final screen
Once the form has been completed, this will be the final screen that the user will see. Although, the final process has to be completed over the phone, i’ve given the illusion of choice so they feel more affirmed they are in control and making the best choice.