AllSmiles Motor

Changing the way we handle our car business

Revolutionizing car dealership customer service, my project tackles the issue of inefficient service interactions. Through a dedicated mobile app, it aims to streamline processes, enhance satisfaction, and bridge the gap between users and service providers, creating a more efficient and user-centric experience.

Project Overview

😫 The Problem

I am targeting users who experience three problems that I am trying to solve.

Difficulty communicating with dealership employees
Time-consuming car-buying process with discrepancies in advertised information
Too much information or difficulty taking cars in for service

👥 Users

Car Buyers
Car Sellers
Car Owners

🎯 The Goal

Our objective is to SIMPLIFY dealership procedures, making them more efficient and easier to understand

Give the customer an easier experience servicing their car with a clear breakdown of the service plan (step-by-step) of the process. Another goal is providing car recommendations which will help lessen the amount of research needed to be done.

🏆 Solution

Designing a car service experience with a top notch customer service in mind for the customers, all within their finger-tips.

This is a car dealership mobile app that is designed to serve the needs and goals of customers who need to take their car in for service or for those who want to buy or sell a car.

Understanding the User

Navigating Automotive Challenges

Information Overload

Frustrated by getting overwhelmed with vast amount of information when it goes into researching to buy a car

Lack of Transparency

Sometimes the service department aren’t clear and transparent with the service plan. Making it uneasy for some customers to trust.

Shady Sales Practices

Often times customers would be reeled into a dealership from the common salespeople tactic of “bait and switch”

Our 3 Customer User Types

Problem Statement

Overwhelmed with the car-buying process

Emma is an upcoming college student who needs the searching process to buy a car to be easier because she is overwhelmed from all the information when it came to researching.

Problem Statement

Confused and doesn't understand the car-servicing process

Johnny, a recent U.S. immigrant, struggles to communicate with dealership service advisors about his car issue due to a language barrier. He needs a solution for more effective interaction.

Problem Statement

Wants transparency and more car-buyer rights

Busy professional Max seeks a simplified car buying process to save time and reduce stress. He desires a streamlined approach that avoids length negotiations at the dealership, allowing him to focus on other responsibilities.

User Journey Map

This is Emma's user journey map, illustrating her experience from initial research to final decision on purchasing a car. It highlights key actions, emotions, and interactions, providing a concise overview of her path—from researching car options to contacting the dealership and ultimately making a decision.

Johnny's journey begins with a setback—his car breaks down, impacting his Uber job that requires driving. Complicating matters, as a recent immigrant still learning English, he faces a language barrier while interacting with patrons. Adding to the challenge, his limited knowledge about cars exacerbates the situation. Overall, the experience is marked by difficulties, leaving Johnny with a predominantly negative sentiment.

Max anticipates a negative overall experience as he embarks on this journey. His expectations are set for a challenging process, and he envisions a downhill slope ahead. Seeking a hassle-free car purchase transaction that won't consume excessive time, Max is driven by a desire for a smooth and frustration-free experience.

Defining the problem

Data shows my user research participants it was a mix range of feelings.

This research data sample doesn't provide a conclusive enough insight whether I can define that the current dealership experience is objectively bad.

This reinforces our aim to create a dealership experience where the majority of customers feel positively about their interactions

Customers tend to go the dealership to usually to "Car-Buy" or "Service-Their-Car" over everything else

Ranking the most to least used services customers go to at the dealership

User Frustrations & Problems

No consideration for customers. Long wait times
Pressuring customers. They can be bullies

User Needs & Wants

Availability & Scheduling
Provide accurate real time inventory
Honest service with dependable information

Determining The Value Proposition

Here, I assess whether the features I plan to include in the design meet users' expectations.

These value propositions will help give my product the reason why it will help solve the problem of my users. Basing on the data from my research. I take feedback and results suggested by my participants to help generate ideas of features that will promote the experience of using the app while

Starting the design

Streamlining The User Flow

The overall purpose of these flows is to ensure the user accomplishes their tasks using this app

Here is the App flow map of the mobile app. I intended to create a straightforward navigational flow between the various screens and features within. This is to eliminate any confusion or preventing the user from being lost when using the app.

Designing my product around key task flows

Buy A Car
Sell A Car
Car Service

Low-Fidelity Wireframe Sketches

Low-Fidelity Digital Wireframes

Low-Fidelity Prototype Demo

redefining the design

What I Learned From The Usability Studies

I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to lo-fi prototypes. The second study used a hi-fi prototype and revealed what aspects of the mockups needed refining.

Here I took a rating from my participants on their experiencing when going through my mobile app and it’s task flow.

Overall the participants felt that they had a positive experience when using my mobile app.

My product successfully attained the goal of simplicity while effectively assisting users in accomplishing their tasks.

Round 1 Findings

Users seek clear and comprehensive information for a seamless car selling process, emphasizing the importance of detailed instructions and guidance.

Users heavily rely on search filters and categories, highlighting the importance of robust and intuitive filtering options for an enhanced user experience.

Users value a streamlined task flow with minimal steps and screens for scheduling car service appointments, optimizing efficiency and ease of use.

Rounding 2 Findings

Ensure consistent visual cues/design system throughout the app. Make app flow screens easily relatable for users to grasp the content.

Enhance navigation with additional tabs and linked button to guide users efficiently. Include an easy backtrack/escape option for seamless app exploration.

Maintain consistent interactive elements for user familiarity and expectations. Minimize unnecessary interaction and motion gestures.

Mockups Changes

Introducing a key search bar and prioritized information for enhanced 'New Car Listing' screen functionality.

Upon completing my initial usability study with the wireframe, a significant insight emerged, highlighting the crucial need for a search bar to enhance user experience and functionality.
My goal for the “New Car Listing” screens was to present users with essential information first while providing comprehensive details right away.

The updated mockup streamlines car selling in 4 steps with a visual progress guide for easy navigation

Another key feature of the app was the seamless car selling process, designed to make it quick and effortless for users to list their cars for sale. With just three simple steps, I aimed to create a minimal process that allows users to easily accomplish their task.

I enhanced the "Car Service" screen by infusing a welcoming message and informative text to instill a trusted and positive user experience upon arrival.

Introducing an all-in-one service dashboard, users effortlessly check maintenance records and schedule appointments in a streamlined process, reflecting the simplicity of the car-selling flow. The screen emphasizes three core values, creating a trusted welcome for users in this app section.

2nd Round of Testing

I organized participant feedback from usability studies, focusing on task accomplishment, suggested improvements, and the adequacy of content information. This comprehensive approach provides valuable insights to refine and optimize the user journey.

The Car Buy Task Flow received less favorable feedback in user experience compared to other tasks. Incorporating this valuable input, I have reorganized and optimized the layout, navigation, and content usage for this task to enhance overall user satisfaction. The adjustments aim to yield more positive feedback in upcoming usability studies.

Feedbacks for changes and improvements

Color Theme Palette
Interactions
Navigation
Features

These improvements I took will be later implemented into a new high-fidelity prototype

Assessibility Considerations

Inclusive Mobility Hub

Designed with accessibility in mind, the AllSmiles mobile app allows non-fluent English speakers and non-native speakers to change the language settings to their preference, facilitating a seamless car-related experience tailored to their needs and goals

Diverse Accessibility

Designed with accessibility in mind, the AllSmiles mobile app brings dealership services to users’ fingertips, providing a convenient solution for those unable to visit a physical location.

Contrast Accessibility

Incorporating the AAA color contrast guidelines in the design of the app, I ensured that the text and visual elements maintain a high level of contrast, promoting better readability and accessibility for all users, including those with visual impairments.

Hi-Fidelity Mockups After-Changes Implented

Hi-Fidelity Prototype Demo

https://tinyurl.com/4z7tbww6

Going Forward

Takeaways

Impact

The mobile app design made a significant impact, with positive feedback on it’s logical flow, user-friendly layout, and intuitive navigation. Users found the app easy to use and were satisfied with the interactive elements and clear visual cues provided.

What I learned

I learned valuable strategies for analyzing and synthesizing data, which greatly aided in refining the design. It helped me ensure the design met the initial criteria and effectively addressed users’ challenges, resulting in a usable and impactful solution.

Next Steps

I will incorporate the insights and feedback gathered from the recent usability studies research into the design, making necessary improvements accordingly.

I will review and optimize my design files and system, ensuring easy access and organization for seamless continuation of the project.

I will conduct another round of usability testing with an updated prototype version.