Motorama - UX Case study

Optimising the car leasing experience.

Motorama is a modern website that allows you to lease brand-new cars. The site also allows you to customise your lease to meet your requirements. What separates them for other leasing sites is the modernised look and simplicity of the UI.

After a briefly using the site, I noticed that there was room for improvement so I began writing this case study on how I would improve the existence experience through site optimisation.

The goal

The goal of this case study was to prepare a set of optimisation test plans that offer different design approaches to the pain-points I encountered through the eyes of a new user using the Motorama website.

Research

To get a rough representation of this potential new user, I created a proto-persona.

Proto-Persona

As well as putting myself as a potential end user, I spoke to three friends who were looking to lease in the near future. This helped me identify some key characteristics of the persona. From this, I was able to walk-through the site as ‘John’ mimicking his behaviour.

Identifying pain-points

I navigated through the site following a scenario I defined below:

John is looking to see how much is to lease a Mini Cooper John Cooper works addition. It’s his first time leasing, so he wants to be to able customise to his needs with ease.

I mades note of the pain-points I encountered. Once finished, I organised them into specific categories.

Here’s a breakdown of my observations:

1. Searching for a car

• Upon clicking the ‘view offers’ action, I struggled to find the John Cooper works model within the results column view. I had to go through the subtle search action instead.

2. Customising the car’s look

• I was expecting the images the changes depending on the colour I selected. I ended up leaving the site for research purposes.

3. Customising the leasing amount

• The label wording ‘Initial rent’ wasn’t clear to me as someone who is unfamiliar with basic lease terms.

4. Customer satisfaction

• There seemed to be a lack of focus around reviews. Although positioned next to the catchment area ( the car image gallery), I wasn't able to locate them effectively.

5. Researching similar cars

• I expected to see related Mini models. As a Mac user, I was unable to move carousel via magic mouse.