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Lifestyle Selector

  • CLIENT: CDK
  • ROLE: UX Design
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  • Conceptual Design
  • User Research
  • Personas & User Flows
  • Information Architecture
  • Heuristic Assessment
  • Wireframing
  • Rapid Prototyping
  • User Testing
  • Style Guide & Hi-Fi Comps
  • Rapid Prototyping
  • Front End Development
  • Delivery and Integration Support

Overview

The Lifestyle Selector was developed as a customer-centric tool designed to simplify the vehicle selection process for potential car buyers. By asking targeted questions regarding the intended use of the vehicle, the selector aimed to narrow down suitable options from a vast array of models across various OEM brands.

Extensive research from dealership and OEM teams indicated a common frustration: consumers often felt paralyzed by choice. Instead of displaying numerous vehicles, the Lifestyle Selector was designed to present 2-3 tailored options based on lifestyle-driven criteria, which research showed resonated better with users.

Understanding the Why

Understanding the need for a tool that reduces decision fatigue was paramount. Buying a vehicle can be an overwhelming experience due to the sheer number of options available. The Lifestyle Selector aims to streamline this process, guiding users through a series of questions that accurately represent their lifestyle needs and preferences.

Problems
& Opportunities

I focused on creating an engaging layout that highlights relevant vehicle categories rather than inundating users with countless models. By segmenting options based on how users intended to utilize their vehicles, & strategically improved potential buyers’ experience in dealerships.

Analysis

Post-launch reports highlighted a 16% increase in sales at participating dealerships that implemented the Lifestyle Selector. This data emphasized that reducing the number of choices allowed prospective buyers to make quicker decisions, ultimately leading to a higher conversion rate.

Reflection and Post-Mortem Analysis

The Lifestyle Selector demonstrated notable success in reducing choice paralysis, resulting in an increase in sales, especially for high-value purchases like vehicles, and directly enhancing customer satisfaction and decision-making. However, the project highlighted areas for improvement, particularly the need for brand customization, as the tool performed effectively for distinct vehicle models but struggled to differentiate among trims. Additionally, the name "Lifestyle Selector" did not resonate well with dealerships, prompting the need for a reevaluation of branding in future revisions. Moving forward, it is essential to engage in discussions about branding the product to better appeal to both individual consumers and OEM groups, ensuring a clearer and more intuitive product name that aligns with user expectations.

Chad Rawlinson
UX Designer
"The Lifestyle Selector Design Reimagining project exemplified the effectiveness of a user-centered design process. By thoroughly researching user needs, employing iterative design techniques, and focusing on easing the decision-making process for car buyers, we achieved a tool that not only resonated with users but also significantly impacted dealership sales performance. The lessons learned pave the way for future enhancements, particularly concerning branding and customization to further enhance user experience."
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