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
1.2 – Gary – First time buyer
1.3. – Donald – Online buyer / conquest
1.4. – Bernie – Existing owner
Key persona user journey
In this example, and just to talk to the design community out there, I have included below a mapped out detailed version ONE of these personas below. For the sake of argument I have chosen Hilary, but each of other three are equally important.
Here I dealt with “About Me” scenario
Next I looked at her “Digital Life”
And finally I cherry-picked a key user scenery, there were three (3);
- Find a person like me
- Customise for my Family
- Overcome fear
And finually this example concentrates on “Find a person like me”
Personas enable you to design for customers with accuracy and confidence. Your goal is to create a shared understanding of just who you work for and how everyone can better serve them and result in you designing a much better product or service. Watch this space next month as I’ll then be detailing how these scenarios help inform the UX.
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This is but part of a selection of design articles Russell Webb Design generated for the creative community out there. If something has peaked your interest, please leave a comment below.