YAA Parking Lot integration
YAA Parking Lot integration
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Overview
Overview
YAA is an online automotive marketplace that connects buyers and sellers in the automotive industry. However, they faced challenges with user retention and conversion rates, as many users were dropping off during the car buying process. The goal of this case study was to address these problems by enhancing the user experience on the platform. My role in this project was to conduct user research, design the user experience, and create the user interface.
Company: YAA
Platform: Responsive website
Industry: Automotive industry
Timeline: March 2022 - June 2022
My Contribution: User research, user experience, user interface.
Other Contributors: Project Manager, Front-end and Back-end developers.
YAA Vehicle detail page
Research and Insights
Research and Insights
To gain a deeper understanding of the issues faced by YAA users, I conducted user research through surveys, interviews, and usability testing. The research aimed to identify pain points and gather insights to inform the design process. Key findings included:
Users found it difficult to keep track of cars they were interested in and often forgot which ones they had viewed.
Users wanted a personalized experience and the ability to save their favorite cars for future reference.
Users had trouble finding their way back to the dashboard after exploring different car listings.
Design Phase
Design Phase
Based on the research insights, I proposed two main features to address the problems faced by YAA users:
Parking Lot Feature:
The Parking Lot feature allows users to create an account and save cars they are interested in. This feature aims to improve user retention by enabling users to easily access and manage their favorite cars. The design included a "Save to Parking Lot" button on car listing pages and a dedicated "Parking Lot" section in the user's account where they can view and manage their saved cars.
Dashboard Access Flow:
To address the challenge of users getting lost between the car listings (located on the marketing site) and the dashboard, I created a clear and intuitive flow. This involved using the parking lot as a bridge where users could access both the Dashboard and car listings through the parking lot.
Parking Lot, the bridge for Users to save their vehicles
Iteration and Validation:
Iteration and Validation:
After designing the Parking Lot feature and the improved dashboard access flow, I collaborated with the development team to implement and test the changes. We conducted user testing sessions with a representative group of YAA users to gather feedback and validate the design enhancements.
Results:
The introduction of the Parking Lot feature and the improved dashboard access flow yielded positive results for YAA. The key outcomes were:
Increased User Retention: Users appreciated the ability to save cars and found it convenient to access their favorite vehicles in the Parking Lot. This led to a higher retention rate as users were more likely to return to the platform.
Improved Conversion Rates: By providing users with a seamless way to access the dashboard and manage their saved cars, the conversion rates increased. Users found it easier to compare and make decisions, leading to a higher likelihood of purchasing a car through YAA.
Conclusion
Conclusion
Through user research, thoughtful design iterations, and collaboration with the development team, YAA successfully addressed the user retention and conversion rate challenges. The Parking Lot feature and the improved dashboard access flow created a more engaging and user-friendly experience. By enhancing the platform's usability, YAA strengthened its position as a leading online automotive marketplace, providing a valuable service to both buyers and sellers in the automotive industry.
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