Feature list optimization

Task

Come up with a UX design concept (mobile only) how we show the user his available features & coding options for his specific car. For this example for a BMW – 3er – E46 on one mobile screen in a user-friendly way.

Try to include the information from the two given links

-> two links were included. The first one had all the information about the main features, the second one included what each feature had to offer.

Approach

I followed the User Centered Design and Design Thinking approach, crafted a problem statement and used the double diamond strategy to find possible problems users might face and come up with solutions for these issues. 

I made a quick research on the internet, gathered as much information as I could about car fanatics to be able to empathize with the users, understand the role cars play in their life and what needs they have. I created a user flow and user stories. 

Next I developed different ideas to solve organize the information making it interesting and easy to grasp. For these I made sketches and did then create a high fidelity prototype. 

Objective

The objective of this page is to improve the user experience by
• bringing the information of two separate pages together
• making the information easy to grasp and to find
• Adding emotion

Credits and tools

I worked on this project before becoming part of Carlys product team taking different roles such as researcher UX/UI designer. I used different online and offline tools such as paper and pen, sticky notes and Sketch.

Duration

I developed this project within four days

User research and statements

Michael Prichinello, 40


Occupation: Co-Founder, Classic Car Club Manhattan
Cars: 2015 Chevy Silverado 1500 LTZ, Spec Miata Race Car, 1974 Euro Spec 911 Porsche

Why he loves cars
  • I love cars because they’re like people. They have a personality. Some are great at some things and terrible at others. Some are a cheap date that give a great thrill. Others are difficult and rebellious. They all have a voice. 
  • I have no interest in fixing, restoring or collecting. 
  • I just want to have a relationship with a car from my driver perspective. When you find what a car likes to do — maybe it loves to over steer in corners, maybe it loves to put the power down on exit — whatever it is, I like to find what that car is interested in and have a go. 
  • I like to find the mechanical side of a car and drive it properly. I like to bring a car to the edge of its ability — that’s when it shows you its personality. 
Bradley Price, 36

Occupation: Founder of Autodromo Watches
Cars: 2000 BMW M Coupe,
1976 Ferrari Dino 208 GT4,
1959 Alfa Romeo Giulietta Spider Veloce

Why he loves cars
  • A beautiful car is one of the few mechanical creations that engenders a deep emotional response in people.
  • There’s something about a car that is alive. To me, that is what makes a car exciting — the sounds, the smells and the feeling of being a part of the machine as you are driving it.
  • It’s a completely engaging sensory experience, like no other.”

Main findings

• Cars are seen as individuals that have a personality
• Drivers have an emotional connection with their car
• Driving is seen as a unique sensory emotional experience
• People connect to other people through cars
• Drivers feel a connection to their cars and have a relationship with them
• Drivers feel as part of the car when driving it
• Aesthetics, mechanics and driving experience are all equally important

User stories

  • As a driver I want to be able to code my car in order to have an even deeper connection to my car
  • As a driver I want to individualize features in my car in order to make the driving experience even more unique
  • As a driver that sees his car as an „individual“ I want to be able to make regular check ups without having to go to the repair shop allowing me to take better care of the car and saving money at the same time
  • As a user I want coding to be fun so that I can enjoy it as part of the experience with my car
  • As a user I want to find what I am looking for quickly so that trying out different features is easy and fun
  • As a user that feels part of a community I want to know what the most used features are to get an idea of what the most interesting features are when deciding to try out something new

Problems and challenges

  • The information needs to be on one page to reach optimal SEO resultsAdding emotion and joy of use to align it with the emotional experience the user has with his car
  • The list of coding features is long and difficult to grasp
  • Finding specific functions (to check on availability is difficult and time-consuming)
  • There is structure regarding subjects
  • The funnel to get a result requires many steps, which can specially annoying, if the user want tho see results for different car models

User Flow

Sketches

Current showcase

  • The page addresses all the identified needs by
  • Bringing the information of two separate pages together
  • Making the information easier to grasp
  • Making the information easier to find by integrating a search field
  • Improving the usability by giving the choice of changing the car brand without having to go through the complete funnel
  • Keeping SEO relevance
  • Adding emotion by showing the user his car