Adding a touch of delight to Carvana's current car-purchase process.
 UX/UI  |  CLIENT PROJECT
TOOLKIT: Sketch, Procreate, Photoshop

CHALLENGE

How to create an easier online car-shopping process for Carvana's customers?

WHY IT MATTERS

Shopping for cars is a big deal but it's not for everyone. The pressure to find the ideal car is stressful and time-consuming. We want to help the non-car experts feel more comfortable in purchasing cars online.

MY ROLE

UX Research / UX Design /
Interface Design / Illustration

TEAM

Rob Arthur (Art Director)
Ari Abad (Brand Strategist)
Nanda Golden (Brand Strategist)
Lou Guy (Brand Manager)
Ainsworth Kerr (Copywriter)
Belem Medina (Experience Designer)

THE CLIENT ASK

"What is the future like for Carvana?"
Currently, Carvana positions itself as the "new way to buy a car". It allows customers to shop, finance, and trade used cars through their website. But it cannot remain as the "new way" forever. We were tasked to find a new brand platform for Carvana.

WHAT WE LEARNED

We looked into how do people currently feel about buying cars online, who are Carvana's customers, and how do they feel about the its car-purchase journey.

PERCEPTION OF CAR-SHOPPING

Over half of the people from our survey believes that the car shopping process is stressful.

WHO ARE CARVANA'S CUSTOMERS

We identified Carvana's core customers as the "Shy Buyers" and the "Busy Buyers". Despite their differences, both craves a more transparent and easier car-buying process. Their shared need is also their main reason to shop at Carvana.

HOW DO THE CUSTOMERS FEEL

We found the pre-purchase process to be the most stressful part of the car-buying journey. Customers who shop at Carvana craves ease and convenience. We saw an opportunity to improve the pre-purchase experience for the customers.

OUR RECOMMENDATIONS

We presented a new direction for Carvana to take its brand in the future and added a new online component to make the pre-purchase journey easier for the customers.

NEW BRAND PLATFORM

Carvana works harder to make things easier.

WEBSITE

The website is an essential component for Carvana. Therefore, we want to perfect the online experience for the customers so as much stress is removed as possible. We simplified the searching and selection process. Rather than feeling overwhelmed, the customers feel delighted by their discoveries along the journey.
WEBSITE FEATURE

BUILD YOUR OWN STORY

In addition to Search and Sell/Trade, the Build Your Story function is added as a main action on the home screen. This is an alternate way for customers to search through the Carvana's inventory. For the buyers who are pressed for time or aren't the most knowledgeable about cars, this process offers them an easy and fast solution to find what they need.
WEBSITE FEATURE

CUSTOMIZE YOUR STORY

Customer follows the story and fills in the relevant information. Their choices help Carvana narrow down the selections to find their perfect car. As the story becomes further customized, the illustration on the left page will also be updated to match the customer's life and vision for their dream car.
WEBSITE FEATURE

NARROWED DOWN SUGGESTIONS

More than one recommendation is given after the customer completes the story journey. We want to make the selection process easier, rather than make the decision for the customer.
HOW WE GOT THERE

THE FRAMEWORK

Our earliest design challenge was to determine what questions to ask in the story journey and what is the best order to ask them. The questions must add functional value to move the selection process forward, but also fit within a simple and friendly story to make the experience more delightful.

USER FIRST

First, we mapped out the user needs and worked backwards to connect them to the most fitting car features for the individual. Within the Shy and Busy Buyers, we dived deeper into who these customers really are.

CHOOSE YOUR OWN PATH

Our final design for the story journey was inspired by the structure of the "Choose Your Own Adventure" books. Customer's answers in the story will influence their ideal future car.

PROCESS

WIREFRAMES

PAST ITERATIONS