Redesigning the Search New Inventory (SNI) tool @ Jeep.ca
CLIENT
Stellantis | Jeep.ca
CONTRIBUTIONS
Research, Content Heuristics, Competitive Analysis, Personas, Sketches and Concepts, Wireframes, Prototypes, and User Testing
TOOLS
Figma, Miro, Google Analytics
DURATION
16 weeks
Overview
Business Mission
The Search New Inventory (SNI) tool allows consumers to discover, compare, and purchase new vehicles that are currently available at dealerships in their area.
Problem
User bounce rates for the SNI tool are extremely high. This is resulting in missed conversion opportunities and lost sales leads.
The Approach
Problem discovery
Defining the Problem
After lengthy research, stakeholder interviews, and heuristic review, we’ve narrowed down four key challenges user’s are currently facing with the SNI:
Consumers are experiencing frustration and cognitive overload when navigating through the tool, resulting in early abandonment and lack of confidence in the vehicle purchase journey.
Competing calls to action and a lack in visual and content hierarchy are resulting in difficulty digesting and navigating the information.
The sense of adventure and excitement that is so prominent in the Jeep brand is missing, resulting in a disconnect in the expectations when a user reaches the tool.
Over complicated result filtering and search refinement result in increased user drop-off before discovering the vehicle that’s right for them.
Consumer’s Needs
Through our research on current industry trends, the vehicle market, and buying behaviours, we were able to draw conclusions about the average consumer and what they want, need, and resent.
Experience Vision
Online to Off-Road: an experience for the explorer
Refine the SNI digital tool to create a pleasurable vehicle purchase journey for the prospective Jeep consumer.
Understanding Personas & Defining Experience Vision
First of all, meet James.
James has two kids and loves spending time outdoors with his family. He feels like he’s always running out of time and hates when he can’t easily find the information he needs. James has been shopping around for a new vehicle for his family for a few months.
How do we help users like James?
Intuitive Search + Simple Filtering
• Fixed filter component on scroll
• More vehicle results per page
• Simplified vehicle cards
• Slide out filter menu
• Live updating results
• Improved content hierarchy
• Clear calls to action
Now, meet Tom.
Tom is a Millennial who is striving in his career. He is a "living my best life" kind of guy who loves being social. He doesn’t have much patience for research and can’t absorb too much information at once. Due to an issue with his current vehicle, he needs a replacement ASAP and built-to-order vehicles take too long. Therefore, he decides to look at inventory available instead.
How do we help users like Tom?
Shorter Journeys + Relatable Content
• Dealership map and results
• Live updating results
• Map and list view
• Clear calls to action
• Verified vehicle badge
• Faster journey to conversion
Solution Details
Online to Off-Road. An experience for the explorer.
