Role: UX Lead
In order to kick off a major redesign effort at Carvana I lead a significant research effort. This was an immersive effort that combined qualitative and quantitative research. The end result helped create a design roamap for new features, layouts and site aesthetic.
Cross Functional Brainstorm Sessions
I lead a series of brainstorming sessions with contributors from different groups across Carvana. Contributors were given warm up exercises, challenged with building a pseudo persona, asked to critique the current experience and finally given the task of describing features that solved real consumer problems.
Remote User Testing
To get a beat on any existing pain points I ran users through a series of researching and purchasing tasks. I also tested the same tasks on competitor sites to compare Carvana’s experience to their competitors.
In order to better understand the POV of key stakeholders I conducted interviews with executives and team leads. My goal was to gain insights into the aspirations of each stakeholder & their team, discover any relevant project history and identify any future business needs.
I spent several days sitting with Carvana’s customer advocates. Many customers who called in agreed to be interviewed. I wrote a script that helped to collect information about how Carvana’s users researched, shopped for and purchased cars online. This feedback was critical in gaining insight into user offline habits as well as uncovering painpoints during their Carvana experience.
I lead the team in an exercise to conduct a robust competitive analysis. Some of the items that were analyzed included feature sets, copy treatment, page lengths, load times, business model details & functionality analysis.
In order to paint a full picture I worked with the analytics team to provide insight into current user flows and clicks. We identified area of low usage and products that were trending low or high Y/Y.