Cardia
OVERVIEW
When Cardia reached out to the team at Levels they knew they needed help with neatening up the flow of their app and to make the design look more modern, but also wanted our input on what needed to be upgraded. We analyzed their service from both a buying and selling perspective and ended up doing a redesign of the flow of the app and the web landing page.
ROLE & DURATION
My role UX designer
Methods Initial research, Interviews, Mock ups, Usability testing
Duration Feb 2020 - May 2020
Team 1 Senior UX designer, 1 UX designer, 1 UI designer
CLIENT
Cardia offers a service that makes it safer to sell and buy a car - customer to customer. By having each car tested and gone through a specific protocol they ensure transparency of the condition of the car and it that way a smooth and safe experience.
The Challenge
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Process
Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems in an attempt to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding.
Empathise
To understand the Cardia's service we interviewed the founders. We had to rely on the expertise of the founders and the feedback they had gotten from their support service to understand the end users since user research was not included in the scope.
We then proceeded with a screen by screen analysis followed by a customer journey for each user group: Seller and buyer of a car.
As seen in the Customer Journey the biggest pain points for the person buying the car is firstly being contacted by someone at Cardia and initiating a sales process where the car needs to get a check-up by a specific car shop. After that they experience some frustration in the app where the flow is mostly locked and they need to commit with all their details to move on.
When a person has decided to buy a car, we here see that the biggest pain point in the entire journey is actually to know what to look for and decide which type of car that matches their needs. Otherwise it's a shorter and smoother journey for the buyer, since the seller is the person putting up the most work and effort selling the car.
Example from screen by screen analysis
Define
It became clear to us when doing the Customer journeys that the user doing most of the work was the seller, and they were also the ones experiencing the most pain points.
However both the seller and buyer flow could be improved for a better user experience, and the landing page would also benefit from being more clear on what Cardia offered.
Improve seller experience by
Have some selling tips
Have some tips to keep the seller safe
Land on a more informative landing page
Have a better onboarding
Update design when they book a test for the car so that it is seamless between the app and the booking
Show progress, for example, 3/4 steps done
A protocol of the car that's easier to read
Be able to get in touch with the seller through the app in an earlier stage
Be able to give feedback on sale experience
Improve buyer experience by
To be able to contact the buyer directly via the Cardia app
View car result easier than a link at Blocket
Tips to buyer, what to think about when buying a car
Displaying the financing options in a more esthetic way
A better onboarding in the app
Be able to rate the experience as a buyer
Explore
To test our initial hypothesis we sketched out potential flows of the most important features of the UX of the app, analyzed it and made iterations in sketch within the team.
UX flowchart
UX wireframes
Prototype
To get a better holistic view of how the new UX flow we built an interactive prototype using the software Marvel. It was also used for testing the new flow with our inhouse colleagues.
Test
We tested the UX flow with x participants from our inhouse office
Normally you would advice against testing on people outside of the target group and that also has a relation to the persons doing the testing. But since the projects timeframe did not allow for thorough testing, we figured that testing, even though biased, was better than no testing
The purpose of the test was to quickly see where the users get stuck or what they don't understand, which allowed us to prioritize future iterations properly.
Purpose of testing
Understand where there is friction in the flow and discover any user problems
- Where do they get stuck
Is all of the information clear & easy to understand
Is there anything they expected to see, but didn’t?
Is there anything they don't understand?
Is there anything that the application is missing?
Tasks
Scenario 1
User has just landed on the start page and wants to buy a car. How would they go about this?
Scenario 2
User has just landed on the start page and wants to sell a car? How would they go about this?
Feedback task one
The overall experience was that the user found the service to be super clean, inviting, safe and easy to use.
The user thought it was really nice to be guided through the process but felt the need to be able to see the steps all the way through the process.
Some of the user found it hard to understand how they could go back and forward or if they could do that.
Some of the user would also like to have the option to cancel the process and continue later.
The user felt the need for better navigation
Feedback task two
The users felt that the service was safe and nice at first… then the users got more unsafe when they had so little information about the person that was selling the car
They users would like to able to have and save information about the seller before giving out their own information
They users would also like to have information about what makes the Cardia test great and which criteria the test have
The users would like to be able to save the actual test with the information about the seller
They users would also like to have a real receipt of the purchase
Wishes from testers
Some of the users wanted to see, “other users are looking at cars here” in the map function or in the app. (Nudging).
Some of the users would like to type in their personal information directly when they open the app
The users would like to have individual chats with all the people that are interested in the car that they are selling and be able to see how many people that shows interested in the ad
Materialize
The UX got updated from the input of the testing and handed over to the UI designer who redesigned the Apps UI.
Learnings