Website Redesign
UX Design, Wireframes, High-Fidelity Prototyping, User Research, Client Discovery, Competitive Analysis, Content Audit, UX Copywriting, Client Presentation
Project Overview
Searching for the right used truck can be a complex and convoluted process. This wasn’t helped by the existing Penske Used Trucks website, which offered a clunky experience with limited search functionality and an outdated design. The project focus was to make it easier for customers to browse their extensive inventory, access detailed product information, facilitate seamless transactions, and build customer loyalty.
My Role
As Lead UX Designer, I was tasked with a principle role in shaping the project’s success. Through user-centric research and design strategies, I streamlined the user experience and ensured alignment with user needs and business goals. I presented my high-fidelity prototype at regular client checkpoints and secured client support toward a positive, user-centered project outcome.
Wireframes
In order to properly demonstrate the user experience, I created a series of more than 20 wireframes, each for both desktop and mobile. This high-fidelity prototype featured fully-functional links, multiple product views, and selectable menu drop downs in order to enable client understanding and allow for user testing.
Prototype software: Axure RP
Usability Testing & Data Analysis
In order to gather usability data and test out the viability of this new proof of concept, I performed usability testing on the prototype. Tests were performed both in-person and through Usertesting.com software.
Actions performed for both test types:
- Created a list of activities the user would need to perform in order to reach a specific outcome. Pass and fail criteria were set for each.
- Modified the prototype to allow for the test to be performed. I needed the user to be able to select multiple links and navigation features that would produce secondary results and error actions.
- Observed the tests and compiled the data for presentation to the client.
Key Findings
User testing provided me with the following insights:
- Users were largely able to perform the 15 tasks presented with them
- Errors often occurred when questions were not properly stated in a manner they were expecting
- User failure was often due to them missing shortcuts to the filtered truck results, prompting me to make the links more recognizable
- Users expected to use search functionality more than written/visual calls-to-action
Results
I met client approval on all phases of the UX design process and handed the wireframes off to our lead UI designer, which I provided oversight to in representing Penske’s best interests as the UX SME on the project. Penske Used Trucks successfully launched their new website in the winter of 2018 and it has remained relatively true to the original UX design ever since.