ApexCars.Net Study
Usability Testing
Prototyping
User Personas

INTRODUCTION

ApexCars.Net is a new and used car dealership located in Fremont, CA. The business currently has a responsive website but no mobile app.


DESCRIPTION

For this report a pdf prototype was created featuring similar aspects of what the website has to offer. Specific details in regards to information and content were less significant than the feel and function of the application itself.


Challenges.
CONSOLIDATE
Group information into the appropriate categories.
PRIORITIZE
Develop a hierarchy of importance based on customer reviews.
COMMUNICATE
Translate "car lingo" into terms that the average customer can understand.

BUSINESS CANVAS MODEL

I began by creating a business canvas model in order to better understand the building blocks of the company.

Figure 1. Infrastructure
Figure 2. Relationships and Finances
Figure 3. Offerings

INFO ARCH

I created an information architecture in order to efficiently organize the prototype. I separated the application into 4 main categories: inventory, service department, finance, and about. From these choices a customer will be able to answer the most commonly asked questions or complete frequent tasks.

Figure 4. Info Arch

PDF PROTOTYPE

I created the pdf prototype using balsamiq . Three participants navigated the prototype with a task to complete. They were heavily watched and questioned during this process.

View Prototype
Figure 5. Balsamic Prototype

THE FIVE WHY'S

After the testing was complete, I asked myself the 5 Why's. This process allowed me to determine the root cause of major site defects.

Figure 6. The 5 Why's

Conclusion.

TEST RESULTS

We are able to conclude that simple communication errors result in a confused customer with little trust in the business.

An efficiently organized website with detailed car reports will eliminate customer frustrations and result in easier transactions.

The automotive industry has been plagued by greedy business practices, but the future of the industry can be salvaged through extensive process explanations and customer reassurance.

View Results

REFLECTION

Testing is a crucial step in both interface design and experience design.

This study taught me the importance of discovering the problem before trying to offer solutions. While it will always be a designer's responsibility to answer the "how," they must not overlook the "why."

Discovering why a problem exists in the first place will make the entire process easier and ultimately result in a more intuitive product.