Senior Director of Design
KPI conversion metric was down due to users having issues navigating the app to find the car they wanted.
With over 30,000 cars on the app, it became apparent through quantitative and qualitative data, that users were struggling to find their desired car. To solve this issue, I closely analyzed the data with Business Intelligence and Data Science to understand where the fall off occurred and further surveys and interviews allowed us to uncover why it was happening.
I then worked with the data science team to create a personalization algorithm that would assist in recommending certain cars to users, allowing us to curate options for them based on their engagement and search patterns. This began the start of a personalized marketplace.
Use personalization to increase conversion.
Create avenues for 3 different shoppers (price driven, uncertain shopper, certain shopper).
Leverage technology to eliminate the headache of browsing for a car. Let the app start doing more of the work for the user.
Increase engagement and favoriting in app.
By The Numbers
Fair customer interviews & surveys.
User Journey Map measuring user's emotional satisfaction rating from start to return.
Qualitative and Quantitative Data to inform design decisions for users and the business.
Informational Architecture for various start and endpoints in the user journey.
What is most important to a user when shopping for a vehicle?
How do users shop for a vehicle on Fair?
What roadblocks do user's encounter while shopping?
Fair adapts to your lifestyle and the changes that come with it. Designed an experience that is non-linear.
Let Us Do The Work For You
Not having to scroll through endless amounts of cars. Users could now check the marketplace to see new recommendations without any work. They could sort by price, style, color, etc.
Ease of Process
Being able to shop from any location. This approach modernizes the car shopping experience. Also eliminates the endless hours at a dealership or DMV to collect the registration. The app takes care of it all.
Marketplace to Vehicle Details
Improved the UX by making it easier to access vehicles that are important to the user by creating a hierarchy in the display. Used interaction design to call out information on the Vehicle Details.
Marketplace to Recommendations
Working closely with engineers, I created a transition system that could be used across the app.
Marketplace to Brands
Improved UX lists across the app. Eliminated information that proved unimportant to the user like unavailable brands. Discovered user's top brands through interactions, searches, and favorites and personalized the module accordingly.
Marketplace to Listings
This transition example gave users context in navigating the app. The transitions were used in the marketplace and across the app.
Learnings & Findings
A great deal of progress, and business growth, resulted from personalizing Fair for each user. Personalization of a business is critical in today’s market and the abilities to do so can always improve and expand. The marketplace created the necessary foundation for future personalizations and enhancements. Next up is an email campaign providing recommendations along with saved search history. A survey at onboarding will also assist with the cold start. Overall, while there is a profile created by you, it doesn’t mean that profile is you.