Carvana
Revolutionizing the online car buying experience.
Carvana, a leading online car retailer, sought to unify its rapidly expanding departments to provide a seamless and personalized car buying journey. As the Product Design Lead, I spearheaded the development of a comprehensive design system and visual language to enhance user engagement and trust.
Solution //
B2C, Design System, iOS
Role // Product Design Lead
Responsibilities
Conducted user surveys and interviews
Developed personas and user journey maps
Created high-fidelity prototypes
Established a cohesive design system
Led concept testing workshops
Project specifications
Duration: 3 weeks
Tools:
Figma
Figjam
Usertesting.com
Overview
Overview
Research & Insights
To uncover pain points and opportunities, we conducted:
User Interviews – Engaged with past and potential travelers to understand their booking behaviors.
Competitive Analysis – Studied industry leaders to identify best practices.
Data Insights – Analyzed booking drop-off points and usability metrics.
Findings showed that users preferred visual exploration over rigid booking forms, emphasizing the need for a more interactive and intuitive journey.
Research & Insights
Collaborating with the research team, we conducted diary studies and one-on-one interviews, revealing:
User Fatigue: The car buying process was perceived as exhausting.
Information Gaps: Crucial details were not easily accessible.
Brand Trust Issues: Users hesitated due to a lack of trust in the online process.
How can we prominently surface crucial informations, so users can get through the flow easier?
Design Solutions
Unified Design System: Developed a cohesive visual language incorporating modern color palettes, illustrations, and iconography to ensure consistency and relatability.
Enhanced Information Architecture: Redesigned the user flow to prominently feature essential information, reducing cognitive load and simplifying navigation.
Trust-Building Elements: Integrated customer testimonials, transparent financing options, and detailed vehicle information to bolster user confidence.
Impact & Results
Improved User Engagement: Streamlined interfaces led to a 35% increase in user interaction metrics.
Reduced Drop-off Rates: Enhanced information accessibility decreased drop-offs by 20%.
Strengthened Brand Trust: Incorporation of trust elements resulted in a 25% boost in customer retention.
Centralized hub
Section intro
Tool tips
Bring more humanity into design
Build confidence in user’s decision
Take extra step to ensure user knowledge
Reflections & Learnings
This project highlighted the importance of a user-centered approach and cross-departmental collaboration. By aligning design strategies with user needs and business objectives, we transformed the car buying experience into a seamless and trustworthy journey.
Team
—
UX Lead: Marc Tsukahira, Anthony Puglisi
UX Designer: Maggie Soun
UI Designer: Mei Li, Stella Choe