Outcome
Just a few months into our roles at CarExpert, the CPO and I were determined to make a substantial impact. Tackling the homepage's redesign, initially seen as a daunting task, turned into an opportunity to significantly enhance the site's usability and aesthetic appeal. The redesigned homepage not only improved user navigation and engagement but also prominently featured our renowned video section and podcast efforts, solidifying CarExpert's position as Australia's number one automotive channel. This strategic overhaul showcased the power of design in harmonizing user needs with our unique content strengths, leading to improved user satisfaction and site performance.
Process
Initial Analysis
My journey began with a comprehensive yet quick analysis of our existing homepage, identifying areas that were cluttered, outdated, or not serving our users' needs effectively. Armed with a critical eye and a user-centric mindset, I meticulously cataloged every element that needed attention.
Heuristic Evaluation
The project continued with a more in-depth analysis of the existing homepage. By applying Nielsen's 10 usability heuristics, I identified key areas needing improvement, setting the stage for a useful redesign. This methodical approach allowed me to assess our homepage not just from a visual perspective but through the lens of usability and user experience. I focused on three main user workflows:
- Puchasing Vehicles,
- Researching Vehicles, and
- Consuming news and editorial content.
Empathising with Our Users
Understanding the importance of aligning my findings with business goals, I reframed my heuristic evaluation into actionable feedback using the IDEAL framework. This step transformed technical observations into clear statements that directly linked user experience issues with potential business impacts.
This approach effectively communicated the necessity for a homepage refresh.
Sketching the Future
With a solid foundation of analysis and empathy, my doodles soon turned into a blueprint for a redesigned homepage that prioritized clarity, user engagement, and business objectives. These early concepts were pivotal in visualizing the potential impact of the redesign.
Bringing the Vision to Life
With a clear blueprint in hand, I transitioned to Figma to materialize the new design. By strategically reusing existing styles and elements, the development process was streamlined, resulting in a refreshed homepage that was both innovative and familiar, without the need for extensive resources.
The revamped homepage was a triumph, marrying functionality with visual appeal and effectively highlighting CarExpert's strengths in video and podcast content. This redesign addressed user and business concerns comprehensively, setting a benchmark for future enhancements and reinforcing CarExpert's leadership in the automotive digital space.
Highlights of the New Homepage
- Streamlined Navigation: Consolidated menus and a page-wide filter improve the user journey, making it easier to find relevant content or vehicles.
- Enhanced Car Deals Section: Prominently featured to drive lead submissions, with clear, compelling calls to action.
- Content Guides Preview: Offers a glimpse into our comprehensive guides, encouraging deeper exploration.
- Integrated Content Sleeve: Elegantly merges sponsored content with organic articles, enhancing visibility without compromising integrity.
- Self-Explanatory Sold Price Report Section: Designed for immediate understanding and engagement, promoting user action.
- Prominent Review Sections: Expert and owner reviews are now front and center, with highlights that entice users to read more.
- Elegant Car Comparison Engine: Seamlessly blends editorial content with practical comparison tools.
- Branded Video Reviews and Podcasts: Features our standout content, such as Paul Maric's expert reviews, enhancing our brand identity and user trust.
This project was a testament to the power of user-centered design, strategic planning, and the importance of aligning visual aesthetics with functional clarity. By focusing on our users' needs and the business's goals, we were able to significantly improve the CarExpert homepage, setting a new standard for automotive websites.
