DRIVING.CA
Driving.ca is a leading Canadian online destination for automotive enthusiasts and consumers seeking expert advice, reviews, news, and resources related to the automotive industry.
Company - Postmedia Network Inc
Role - User Experience Designer
Tenure - Nov 2021 - May 2023
Ideation
During the ideation phase, I focused on addressing the core user needs identified through research—comparing vehicles easily, finding personalized recommendations, and accessing comprehensive vehicle reviews. I began by sketching wireframes and developing user flows to ensure seamless navigation between features. The vehicle comparison tool was conceptualized to allow users to view multiple cars side-by-side, while the rating system would aggregate expert opinions and user feedback to guide informed decision-making. For the vehicle finder tool, I aimed to create a personalized experience that would match users with vehicles based on their unique preferences. Collaborative brainstorming sessions helped refine these ideas, resulting in a clear, user-focused roadmap for development.
Introduction
Driving.ca, an online platform for vehicle research and discovery, faced increasing competition from well-established automotive websites like Kelley Blue Book, Car and Driver, and Kijiji Auto. With a crowded marketplace, the platform struggled to engage users and differentiate itself. To address this, I was tasked with redesigning the user experience by developing innovative features that would enhance engagement, provide valuable tools for vehicle comparison, and ultimately position Driving.ca as a competitive leader in the automotive space. My role involved designing and implementing key features, including a vehicle comparison tool, a rating system, and a vehicle finder tool, all aimed at making the platform more user-friendly and immersive.
Problem Statement
Driving.ca struggled to stand out in a crowded automotive market due to a lack of innovative features, limiting user engagement and satisfaction. I was tasked with introducing new tools to enhance the user experience, differentiate the platform, and boost competitiveness.
How Might We Statement
How might we implement innovative tools to improve user engagement and satisfaction while positioning Driving.ca as a leading destination for vehicle research and comparison?
Challenge
Driving.ca faced a critical challenge in distinguishing itself and engaging users amidst a crowded market of vehicle websites like Kelley Blue Book, Car and Driver, and Kijiji Auto. The platform's lack of innovative features hindered its ability to attract and retain users seeking comprehensive automotive information. To address this, I was tasked with implementing new features to enhance user engagement and satisfaction, differentiate the platform from competitors, and provide a more immersive user experience. This included developing a vehicle comparison tool, an overall rating system, and a vehicle finder tool, all aimed at positioning Driving.ca as a leading destination for automotive enthusiasts and consumers.
Research
I conducted a competitive analysis of several leading automotive platforms, including Kelley Blue Book, Kijiji Auto, Autotrader, and Car and Driver. The goal was to identify key features that contributed to their success in terms of user engagement and functionality, and to uncover gaps or opportunities for Driving.ca to differentiate itself.
Through this analysis, I found that competitors like Kelley Blue Book and Autotrader excelled in providing detailed vehicle comparison tools, with side-by-side evaluations of specifications and performance metrics. Kijiji Auto and Car and Driver focused heavily on user-generated content and expert reviews, offering robust rating systems that helped users make more informed decisions. Additionally, each platform had intuitive search functionalities, with advanced filters that allowed users to quickly find vehicles matching their preferences.
These insights highlighted the need for Driving.ca to implement similar features, such as a comprehensive vehicle comparison tool and an aggregated rating system, while also focusing on creating a more engaging and personalized search experience. This research informed the direction of my design, ensuring Driving.ca could not only meet but exceed user expectations by offering an innovative and competitive set of tools.
Results
The implementation of new features and enhancements on the Driving.ca website led to significant improvements in key performance metrics, user engagement, and overall user satisfaction. Here are the notable outcomes achieved:
Increased User Engagement:
Users spent more time on the website exploring vehicles, comparing specifications, and conducting research, indicating heightened interest and interaction with the platform's content and features.
Improved User Satisfaction:
User feedback and satisfaction surveys revealed a positive response to the new features, resulting in higher satisfaction scores and improved overall perception of the platform.
Enhanced User Experience:
The introduction of innovative features significantly enhanced the user experience on Driving.ca, empowering users with quick insights into the quality and performance of vehicles.
Competitive Positioning:
With the addition of new features, Driving.ca differentiated itself from competitors by offering unique tools and resources, becoming a preferred destination for users seeking comprehensive vehicle information.
Positive Stakeholder Feedback:
Stakeholder feedback was overwhelmingly positive, acknowledging the impact of the implemented features on Driving.ca's user experience and competitiveness.
Overall, the results demonstrate the effectiveness of the implemented features in enhancing user engagement, satisfaction, and overall platform performance, highlighting the value of innovation and user-centric design in the competitive landscape of vehicle websites.
Usability Testing
To ensure the new features were intuitive and met user expectations, I conducted usability testing with a group of representative users. The testing sessions were a mix of in-person and remote testing to accommodate a diverse group of participants. I created a high-fidelity prototype of the vehicle comparison tool, rating system, and vehicle finder tool using Figma and set up task-based scenarios for the participants to complete.
During the sessions, I observed how users interacted with each feature, paying close attention to pain points, ease of navigation, and overall user satisfaction. Key insights emerged, such as users appreciating the convenience of side-by-side comparisons but suggesting improvements to the filtering options in the vehicle finder tool. Additionally, feedback on the rating system highlighted the need for clearer visual indicators for aggregated scores. After gathering all the data, I made iterative improvements to the design, refining usability, optimizing filter functions, and enhancing the overall interface to create a more seamless experience for users.
By the end of the testing phase, I saw significant improvements in user engagement, with participants expressing increased satisfaction and confidence in their vehicle search and comparison process.
Solution
To enhance Driving.ca's competitiveness, I developed and implemented several innovative features aimed at improving user experience and engagement.
Vehicle Comparison Tool:
I created a tool that allows users to compare multiple vehicles side by side, evaluating key specifications, features, and performance metrics conveniently.
Vehicle Rating System:
I introduced a rating system that aggregates user and expert reviews, performance data, and safety ratings to generate an overall score for each vehicle, aiding users in making informed decisions.
Vehicle Finder Tool:
I developed a tool to help users find vehicles that match their specific criteria, offering personalized recommendations based on their preferences.
Additional Enhancements:
I improved the website's usability, accessibility, and visual appeal by optimizing navigation, enhancing search functionality, and implementing responsive design elements.
Overall, these solutions significantly advanced Driving.ca's market position by providing users with valuable tools for vehicle research and discovery, leading to increased engagement, satisfaction, and loyalty.