Juhu Auto

Car marketplace in Germany

Create a finance-focused vehicle marketplace for buyers and sellers in Germany, on behalf of Bank Deutsches Kraftfahrzeuggewerbe (BDK).

Combining lessons learned from designing online retailing tools including vehicle search, finance calculators, applications and eligibility checking, brought together into a simple yet engaging way to buy a car.

Goals

Use research conducted in the UK market and German market experts to create a bespoke vehicle marketplace for Germany, with a goal to optimise post-release.

Scope

Ideation

Task Flows

Leveraging research from previous projects I developed user task flows for the primary task "Finding a car", outlining how buyers at different stages of the purchase journey could complete their tasks.

People who know exactly which model they want can quickly get to the evaluation stage, while those still unsure need ways to explore and browse potential options.

Navigation

Based on the requirements and task flows I created a simple sitemap.

Wireframing & Prototyping

After a few rounds of testing and tweaking the prototypes, I spent time with translators converting the wireframes into German, then the wireframes were used by a 3rd-party branding agency in Germany to create the consumer brand "Juhu Auto". I then made some adjustments to the branded designs, and the product was built.

My work would continue a few months after release to test and optimise the product.

User Testing

Goal: Understand how users navigate the site to purchase a car, and discover the common pain points.

Type: Unmoderated test using Loop11.

Method: Initially I planned and built the test in English, then was later translated by my German-speaking colleague.

I used TestingTime to recruit German participants who recently bought a car or were actively searching for one.

Discovery: Participants mentioned they were interested in a particular bodystyle during pre-task questions i.e. Kleinwagen (Small car) but did not type this into the search box.

Solution: Create an A/B test that presents categories on the homepage that can be quickly tapped to display those results.

Discovery: Participants using the budget filter accidentally entered their 'maximum budget' into the 'minimum price' field, displaying only vehicles exceeding their price range.

Solution: Redesigned and deployed a new budget filter to be more focused on a maximum budget.

A/B Testing

Hypothesis

Providing users with one-click ‘Bodystyle Categories’ on the homepage will increase conversion from the homepage to vehicle results.

Traffic

22,000 users over 2 weeks, traffic split 50/50 between the Control and Variation homepage.

Results