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Challenge: Introduce a new driving experience for Porsche customers and assess the current landing page to identify opportunities for optimization.
My role: UX Design, Research, Usability Testing, Documentations.
Timeline: 1 months I Platform: Web/Mobile I Tools: Sketch
Others Involved: Account Manager, UX Director, Visual Designer, Copywriter, Developer.
Discovery
Discovery
Conducted discovery working sessions with stakeholders to uncover the business goals.
Used a task flow of finding a car on a booking landing page to better understand my target audience pain points.
Collected actionable insights through firsthand observation & identified the areas for improvement.
User Problems
The users are overwhelmed with too many filtering choices.
New users are particularly have difficulty to find the right car.
User aren't aware of the opening of the new track for test drive.
Objectives
Prioritize and reassess filtering choices to find a car faster
Create a new inclusive design that were targeting both new and returning customers.
Introduce the new track, visually define the difference between the two tracks.
Problem statement: The process of finding a car for a fun drive requires a lot of brainpower from customers. This leads to postpone decisions & harder time choosing from a larger array of options. There is an opportunity to simplify this experience.
User story: As a Porsche customer, I want to easily find a car that interests me, so that I can book it for a drive.
User story: As a Porsche customer, I want to easily find a car that interests me, so that I can book it for a drive.
User quotes: "I'm unsure about how the decisions I made will translate into my driving experience", "It took me longer than I expected to select my preferences in car options"
User quotes: "I'm unsure about how the decisions I made will translate into my driving experience", "It took me longer than I expected to select my preferences in car options"
Ideation
Based on user research findings and through our collaboration with the client, we established a shared vision about which features hold the highest importance. We prioritized the filters, categorizing them into must-have, such as the main dropdown filter, and should-have, additional filters located on the left side.
Sketches:
Identified main filters & separated them from additional ones
Removed unnecessary filters. By asking questions like: "Do customers actually want it?" helped us to nailed it down to the most desirable tools.
Concept A: Shows additional filters upfront
All filters are displayed upfront for both novice and experienced segments.
Concept B: Hides additional filters at the start
Main filters are displayed upfront, providing a beneficial experience for novice customers.
Design
Desktop Before:
The filters were placed on the left side in no logical order. Customers weren't aware of the of the new track opening.
Design
Desktop After:
Due to the limited time, we proceeded with Concept A. It was more feasible for business & required less implementation effort.
Mobile Wireframes and Design
For final mobile design, we opted for Concept B as it was more suitable for the smaller layout constraints.
Only main filters are shown
upfront
Additional filters
expanded view
Before: Filters before prioritization
After: Additional filters expanded view
Project Outcome
Delivered wireframes with annotations to Designers
The landing page was shipped
Page updated
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