Smart has underperforming sections on their UK site. They have the market research, you have the UX skills: What do you do?
smart Offers: Sketch file
Lead UX, Design
Your Favourite Story, smart UK, Daimler AG.
Combining market research with UX and analytics can help
identify poorly performance, define problems and then address them.
By clearly targeting which metrics to improve, the performance can be
measured in a way that everyone involved can understand. This also makes
the value of an organised design process very clear.
smart UK were interested in using their extensive market research documentation as
a tool to identify underperforming areas of the site and improve them.
The first of these areas was the UK offers section. The completion rate of test
drive forms was identified as underperforming.
smart create seasonal online finance offers on selected vehicles. Users can view
them and either book a test drive or request a call from a local dealer.
The offer selection process assumed that users understood different financial
terms (EG: 'Agility') and these were the defining factor in choosing an
offer. There was no way to filter results. There were also confusing technical
issues (EG: tapping back on the browser would not preserve user selections).
I took key findings from the market research, my own competitor
research and combined it with research into companies who had good online
tools for purchasing high value products.
From this I produced several personas that more closely describe the people who were
buying new smart cars in the UK (a 2nd or 3rd vehicle by and older market). The
personas were used to workshop user stories with the client to describe the tasks a
user is required to perform.
Alongside the design director,
detailed wireframes and prototypes (Sketch Prototyping and Invision)
were created and presented to and agreed by the client.
Work in Progress: Personas
Sketches and ideas
Level headed, quirky flare, Chris brightens the office every day with his
interesting stories and yellow clothing.”
—Stephanie Hawkes, HR Administrator