Carvana Website

Carvana is disrupting the used car market by replacing dealerships with digital experiences. Oh, and you can pick up your car from a vending machine. A company this cool deserves a best in website.


Why Redesign?

It started with a conversation about updating the 360º Tour. Soon there was a laundry list of additional features and products that stakeholders were excited about. What evolved was an ambitious undertaking that involved researching, ideating, and delivering new designs for the core of Carvana’s site.

My initial assessments of Carvana’s usability framed our rationale. The lean design team knew they had a big undertaking.

warmUp

Phases

Research


Ideate


Prototype


Refine


Gameplan

Defining the scope of the site redesign was important to get buy off from C-level stakeholders. The digital design team got together to map out and define the guide rails of the redesign. We took into account the existing product roadmap and padding for unknowns.

For me it was critical to build in a significant amount of time to research and clarify user needs.

Clean Code

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Unique Design & Clever Ideas

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Role: Team Lead, UX Researcher, UX Designer
Team: 2 UXers, 2 Visual Designers
Tools: White Boards, Sticky Notes, Dots, Sketch, Principle, Tableau

Phases: Pitch > Research > Ideation > Prototyping > Testing > Refining

Why Redesign?

Understanding the Problem Space

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 roadmap for new features, layouts and site aesthetic.

Brainstorm Sessions and Empathy Exercises

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.

stickies
warmUp

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.

carvRemote

Stakeholder Interviews

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.

Customer Interviews

I spent several days sitting with Carvana’s customer advocates. Many customers who called in agreed to be interviewed. Pointed interview questions helped to collect information about how Carvana’s users researched, shopped for and purchased cars. This feedback was critical in gaining insight into user offline habits as well as uncovering painpoints during their Carvana experience.

interviewStats

Competitive Analysis

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.
competitiveAnalysis

Analytics

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.
CarvAnalytics

Ideation