Designed and built by Me!


New Car Buying Experience

*I will be showcasing and talking about the current version (v1) and the in progress (v2). You can checkout the current version at:

Phil Long Valucar website was not performing well in terms of bringing in leads. As I brought more of a user centric design to the team, I proposed we work on a new car buying experience.

Older iteration.

The Challenge
Create a new car buying experience for the Phil Long Dealership, and provide very quick and easy way to purchase a car.

This product was quite possibly one of the funniest projects I have had the chance to work on. With the help of our SEO specialist, back end developer, and account executives (who work closely with the dealerships), we started by just researching dealerships in major cities, carMax, carvana, and TrueCar (mobile and desktop). We lead with the questions: What makes their website perform? How quickly can we get a car on mobile and desktop? What do they do differently from the current Phil Long websites?

But there was always something missing, we always came back to what would we as the users want. With that I kept my focus on the user while keeping SEO in mind. That day I sent out an email to all the General Managers asking if I could setup a user testing session in their store. Once approved I went to all the Phil Long stores in Denver and Colorado Springs. With each session I came back to the team with new information and new designs.

v1 VSP mobile.
v2 VSP mobile.

From the user testing sessions one thing was made clear: Dealership sites are really cluttered. Users had a hard time focusing, finding a way to search for a vehicle, and using their mobile sites was just a bad experience in general.

With that knowledge I kept the homepage as simple as possible. The first thing you see is a search bar and a browse all button. I based this design on the two types of users I was seeing constantly; those who knew exactly what they wanted and those who were looking for a cheap used car. The search bar and button encompassed what those users wanted.

Current homepage

With more testing and feedback, users wanted more options up front. With that I added more options for users which in turn keeps them on the site.

v2 Mobile homepage
v2 Mobile menu

Vehicle Search Page Design
The vehicle search page continued with the simple design. Through research I pinpointed the three major filters users wanted; payment option, bodystyle, and make. With the vehicle card I went with a horizontal design, while guiding the user’s eye from image to car title to price to more detail. Nothing on this page pulls the user away from what they need to accomplish: finding a vehicle they want.

v1 VSP.
v1 Filter.
v1 Vehicle card.

With the success of v1, I went back to the drawing board. Users wanted more filter options, now the design challenge was to create an experience that would be rewarding on mobile and desktop.

v2 Mobile VSP.
v2 Desktop VSP.
v2 Desktop condition filter.
v2 Mobile filter.
v2 Mobile recently viewed.
v2 Desktop recently viewed.

Vehicle Description Page
I followed the card like system to keep information digestible and easy to read. When you first hit this page you immediately see images of the vehicle that you can browse through, and next to it you have actionable buttons to have the user submit a lead. Here they can also still switch the payment option they prefer.

v2 Desktop condition filter.

Right underneath that are the three main categories: car identity, gas mileage, and mileage.

v1 VDP above the fold.
v1 VDP below the fold.

And below them are: core specifications, car features, about the car, and the disclaimer.

The main difference of this version is how condensed the information is. Still follows a card system, but I use a tab system for: core specs, about, features, and location. Users felt that they couldn’t really focus with they way information was presented on the current version.

v2 VDP.
v2 Buying online process.