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Case Study
The Kuaay Experience-
Optimized
A Streamlined Approach to Used Vehicle Buying and Selling
The team at Kuaay developed a mobile solution (yes, mobile!) to support the processes behind used vehicle selling and buying. Their mobile experience enables sellers to quickly add their vehicle information to the Kuaay platform, and complete the required DMV paperwork and sale with their prospective buyer, in minutes!
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Initially launched in the state of Vermont, the Kuaay team sought to scale their platform out nationally. This design creates a more streamlined experience to support a smooth rollout, in anticipation of the increase in first-time users, unfamiliar with the platform.
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Challenge
Overview
The team at Kuaay seeks to create a more user-friendly UI design to lessen the frequency of common user questions and increase the adoption of their mobile platform.
“It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
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Source: “Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability,” by Steve Krug, Published: 2000
User Interview
Findings
Through user interviews and contextual inquiry sessions, we had a chance to understand what users thought of the existing app, the overall experience of buying and selling used vehicles; and which online resources and tools were used during the process of selling and buying used vehicles.
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We gathered all that we learned from our user research,
and synthesized it to create Kuaay’s buyer persona, ALEX.
The buyer persona was leveraged to keep the re-design focused on the intended user and can be referenced as a guide for future iterations of the Kuaay platform.
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Alex represents everything gathered on what users want, need, and experience with car buying, as well as their hesitations.
The Problem
Alex needs a way to feel confident about how a mobile app can support the process behind buying or selling their vehicle so that they can enjoy the benefits of securely completing the transaction from the convenience of their mobile device.​
How
Might We...
The re-design focused on the 3 common concerns faced by users. By leveraging Jakob's Ten Usability Heuristics, an approach to address improvements around guidance, efficiency, and user security was determined.
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With this in mind, the re-design should equip the existing vehicle transaction app with a proven identity verification feature for secure transactions.
The Kuaay app must provide concise, easy-to-follow steps for buyers and sellers to confidently complete vehicle transactions and the required DMV documentation, regardless of the frequency of usage.
“It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
Source: “Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability,” by Steve Krug, Published: 2000
Feature-Conscious
Prototype
Kuaay's Existing Experience:
“If we want users to like our software we should design it to behave like a likeable person: respectful, generous and helpful.”
— Alan Cooper, Author of ‘The Inmates are Running the Asylum: Why Tech Products Drive Us Crazy and How to Restore the Sanity”
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The Solution:
"When people are visiting websites or using applications, they don't spend their time analyzing or admiring the design. They focus their attention on the task, the content, and their own data or documents."
Source: “Fresh vs. Familiar,” by Jakob Nielsen, Published: 2009
Usability Testing
Results
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Users spent 12 minutes completing the onboarding tasks using the existing Kuaay app.
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With revisions made to the experience, users onboarding with Prototype v.2 spent an average of 1 minute, via the intended path- a significant improvement!
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Retrospective &
Next Steps
This UX Design was initially aimed at improving the existing mobile solution to enable fool-proof vehicle transactions. Through research, key areas of improvement were uncovered, requiring semblance to the secure experience users came to expect of mobile solutions, and an intuitive process that mirrored best practices associated with platforms that were used seldomly, but used confidently.
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It is my hope that Kuaay adopts the proposed prototype in the months to come, and that both new and existing Kuaay users experience the benefit of a truly intuitive mobile experience through the re-design.
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