B2B UX Case Study – Automotive Dealer Portal
I was recently asked to provide insight for a dealer portal for a very large automotive client. There was a definite opportunity in their market to improve their internal front end offering – but very early on it was clear there was a lack of understanding of who their audience was. How their needs and wants differed and what, as customers, they were looking for.
So, before deep-diving in the UX, I produced a selection of personas to focus down the teams expectations and unite the groups thinking. I’m taking for granted that we are all aware that personas represent a typical user, based on user research and incorporate user goals, needs, and interests. Here I created four (4) personas, Hilary, Gary, Donald and Bernie;
1.1 – Hillary, a Competitive Owner / Consider
The best feeling ever
You know that one, you’ve got an instinct, but you need to place the bet quickly. This is where “Quick bet” become must-have functionality.
When speed is of the essence
So, you’re out n’about and you’ve just seen the race preview, your favourite horse is next off in two minutes, what to do? Simple, open your small screen, make a selection and the Quick bet section opens.
8 reasons why you should use sidebar as navigation
Why is this new style of popular navigation winning hands down againstold-fashioned navigation methods? Well, here's my take on why, in eight easy sound bites.
Users are familiar with desktop left navigation patterns
This is difficult to implement with such small real estate. Sidebar solves and provides for with this problem.
Over the last few months I was tasked with producing the ‘best-in-class’ mobile sports book and casino. As Lead UX, it was my responsibility to satisfy specific user journey’s, demanding stakeholders and limits set by the Tech Leads. I wil also be showcasing certain features, and from an Agile perspective how they fitted both into the roadmap and overall experience.
But first I’m going to give you a preview of what’s to come. This is one of the more complex mobile programs I’ve been involved in throughout my career so I’m going to attempt to split it up into manageable chunks.
First up: An overview
El Corte Inglés S.A. (English: The English Cut as in tailor’s cut), headquartered in Madrid, is the biggest department store group in Europe and ranks 4 worldwide. El Corte Inglés is Spain’s only remaining department store chain, as well as owner of several associated businesses, such as supermarket chains Hipercor, Supercor & Opencor, fashion chain Sfera as well as a travel agency (Viajes El Corte Ingles) and telephone provider (Telecor).
Incorporating a nav search, a store finder with the traditional basket top right design a media rich experience for shopping on your phone. By captivating a customer and therefore increasing spend, design a system of sub navigation that is convincing and compelling. Drilling deeper into the experience, screens can display products with the the added mobile features of sort and zoom. Product Info and descriptions, including ‘Add to Basket’ and ‘Wish List’ functionality plus the ability to share your purchase are all important consideration.
Sharpen your toolbox
To provide a quality UX service for companies small and (very) large you need to supply yourself without the right kit. Once you’ve gone beyond the usual suspects (MacBook, dual screens, sketchbook, etc) there come the need for a current and useable digital toolbox.
1.0 Aims and Objectives
To produce the best-in-class iPad and iPhone App for playing slots and table games.
Recently I was involved in conceptualise and leading the UI for a iOS casino App for both iPhone and iPad. I’m not going to detail all design decisions here but walk you through my perspective on why branding for this product is so important and why the decisions made differentiate it enough to stand-out in what is already a fiercely competitive and crowded marketplace.
As a junior designer, way back when, I visited our local design museum (I studied in London, UK, so my local design museum was fortunately the rather impressive Design Museum in Shad Thames) and fantasied over how great it would of been to be involved in, say, designing a Charles and Ray Eames leather recliner, or Dysons Cyclone Vacuum cleaner.
Now I’m doing stuff I feel proud off, in the field of UX/UI, I thought it worthwhile to see if I could mirror the process these great designers took and document it from a UXers perspective. So, here we go. I started with the following criteria:
- Give users choice.
- Competition Analysis
- Design with familiarity in mind
- Prioritise features that add value – the “Magic Moment”
- Beautiful execution
- Todays’ Brave New World