Fair Search Redesign

Work / Personal
2019





User Researcher
UX/UI Designer

Visual Designer


Overview
I wanted to improve the search experience after talking to customers, conducting moderated tests, and uncovering points of friction during the search process.

Design Problem
How do we remove the frustrations and roadblocks people face as they search for a car?





Conduct User Interviews
With the help of the BI team, I collected the contact information of customers who’d just gotten a car with Fair to interview them when their memories were freshest. I organized and conducted user interviews with around 25 people to understand:


︎  Why they needed a car in the first place.
︎  Why they chose Fair
︎  What their experiences had been like  
     getting a car with Fair.


I used user research principles from Indi Young’s Practical Empathy (and practiced interview techniques with a clinical psychiatrist) to understand how to have casual, empathetic conversations with our users that revealed the issues they experienced with Fair in a more honest and nuanced way. I gathered my insights on Profile Cards (Fig. 1).




User Interviews ︎ Profile Cards
Fig. 1. Understanding customers’ perspectives and conveying them to the product development teams to help them generate more user-centered solutions. See full deck here.



Conduct Usability Tests

Fig. 2. I worked with Fair’s UX Lead to organize the usability tests, give participants tasks, and observe and time them as they attempted to complete them. See my analysis here.





Redesigning Search

The interviews revealed that users encountered a variety of issues searching for a car on Fair.

Moderated benchmarking tests (Fig. 2) further emphasized the deep disparity between what Fair promised/what customers expected (an easy, seamless experience finding a car on the app) and what they actually experienced. This led me to believe that this was a potentially high-impact problem.

See the Moderated Benchmarketing Results here







Redesign Search Experience


Fig. 3. The original design that we tested.





Fig. 5. Redesigned screens





Personal Redesign Project

After I wrapped up my work at Fair, I conducted a project on my own time to redesign the Fair search experience based on the insights I’ve gleaned from the user interviews and usability tests. See a deck describing my design decisions in more detail here.






Establish Search Parameters
The clearer the search parameters are, the more likely it is that the user enters a search term that the search bar recognizes and that it responds with results that they expect and want.

I also added a dynamic header showing the variety of features available for search.

Find Viewed Cars
Users frequently get cold feet while going through the checkout process. If they still like their car after doing another sweep of Fair’s inventory they wouldn’t be able to find it again. So I included a “Recently Viewed” section on the Search page.
Convenient Filters and Sorts
Users expected to be able to filter by brand, body style, and features and were frustrated when they couldn’t.

One user waited a month to get her car only to realize that it didn’t have the backup camera that she assumed it had.




More Filters
Users expected to be able to filter by brand, body style, and features and were frustrated when they couldn’t. One user waited a month to get her car only to realize that it didn’t have the backup camera that she assumed it had.

Transparency
Users complain that they’re only made aware of the total upfront cost at the end and that they're misled by the considerably lower “monthly” cost while shopping, especially because it’s fluid and the upfront cost is not. I decided to explore filtering by upfront cost to improve users’ trust in Fair.






Reduce Time Spent Navigating
Customers had difficulty searching for specific items on the side menu because the links were ambiguously termed. Some didn’t notice the hamburger menu.

I wanted users to find the most commonly used items (relative to their use phase) quickly and without reading through a menu list.



Promotions Engagement/Conversions
Customers across all socioeconomic backgrounds told me that they wouldn’t have used Fair if it weren’t for promotional deals.  Customer Support logs also showed me a high rate of customers calling about promotional deals.

So I wanted promotional discounts to populate the greatest and most visible real estate on the home page to reduce traffic to Customer Support and encourage people to shop.



Next Steps

Conduct another usability to observe users’ reactions to the changes

Conduct unmoderated usability tests to get a more diverse range of data on usability performance.

Compare the original design with redesign with an A/B test.







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