Automotive Dealer UX Design | Web Design | SaaS | Figma

Project background: We were approached by a client who buys back damaged cars from US auctions, delivers them and sells them in Georgia, Ukraine, Armenia and Kazakhstan. He already has a current website, but research by his marketing team has shown that conversions are dropping due to the complicated design of the calculator for the approximate value of the desired car. The car price calculation stage is placed at the beginning of the user journey and is designed to interactively engage the user on the site. Our task was to revise the UX of the calculator and make it simpler and more accessible for different categories of the target audience. An additional challenge for the calculator's interface was that it had to be adapted for the Georgian language.

Create clear and simple logic for using the calculator

Make the calculator easy to display on mobile devices, as most users view the site from phones

Adapt the design of calculator for Georgian language, as it has specific features such as word size and slant

Work with typography as there are only few fonts adapted to this language

Include graphics, call to action buttons, contact information and additional services

Performed initial research and analysis of the target audience based on real Customer data and separated Buyer Personas Portraits. At this stage, we outlined pain points, Personas’ needs, and specific requirements for the Product.

Created a User Journey Map to define and map the Customer’s objectives, tasks, feelings, and possible solutions to satisfy all needs.

Developed principles, UI kit and visual materials for Calculator interface

Based on the research results architected UX including accessibility principles

Developed and added UI to the Wireframes

Created adaptive version of the design for different devices

UX research results have been used by the Client’s marketing and sales team as operational materials

Conversions has grown by 14%

The time the User spends on the website has been increased