Unidas Used Cars Portal

Unidas’ national portal – Used Cars

Project Overview:

  • Unidas Seminovos’ national portal is a prominent platform for purchasing used cars.
  • The project, undertaken at Stripe Digital, involved the complete design of the user experience from inception to execution. The primary objective was to optimize lead acquisition and management while ensuring a cohesive and intuitive design for users. The portal can be viewed live at seminovos.unidas.com.br.

Assumptions:

  • The design approach followed a “Mobile First” strategy, prioritizing mobile user experience and responsiveness as the foundation for the overall design.

Goals:

  • Focus on lead acquisition and treatment: The design aimed to streamline the process of capturing and managing leads effectively.
  • Create a consistent design: Consistency in design elements and user interface across the platform was a key goal.
  • Segmentation by regional market particularities: The design accounted for regional variations and preferences to tailor the user experience accordingly.

Process:

  • Heat Maps Analysis: Utilizing the Hotjar tool, an analysis was conducted on the existing portal over a span of 3 weeks, involving over 1000 users and 20241 pageviews. Key user actions observed included navigation patterns, search interactions, engagement with internal offers, and contact interactions.
  • Benchmarking: Benchmarking involved analyzing national and international competitors, as well as innovative industry leaders. This comparative analysis helped identify best practices and areas for improvement.
  • Sitemap: A basic sitemap was developed, outlining the navigation flows and structure of the portal to ensure intuitive user journeys.
  • Wireframes: Wireframes were created to outline the layout and functionality of key pages, providing a blueprint for the user interface design.
  • UI Design: Modular Structure: The UI design adopted a modular structure with adaptable component patterns. This approach facilitated scalability and consistency across the platform while accommodating regional variations.

Key Findings:

  • Heat map analysis revealed insights into user behavior, guiding the design process to prioritize key functionalities such as navigation, search, and contact interactions.
  • Benchmarking highlighted industry best practices and innovative features that informed the design direction for the portal.

Implementation and Results:

  • The modular structure and cohesive UI design were successfully implemented, resulting in a seamless user experience that aligned with the project goals.
  • Post-implementation analysis indicated improvements in lead acquisition and user engagement, validating the effectiveness of the design approach.

Key Learnings:

  • Emphasizing a “Mobile First” approach proved beneficial in catering to the growing mobile user base.
  • Consistency in design elements and regional segmentation are essential for catering to diverse user preferences and optimizing user engagement

 

Assumptions

Mobile First

 

Goals

  • Focus on lead acquisition and treatment
  • Create a consistent design
  • Segmentation by regional market particularities

 

Process

A summary of the process carried out in this project:

Heat Maps

The analysis was carried out, using the Hotjar tool, on the portal in force for 3 weeks with +1000 users and +20241 pageviews. The main actions observed are: navigation, search, internal offer and contact us.

 

Benchmarking

For benchmarking, sites segmented as follows:

  • National Competitors
  • International competitors
  • Innovation

 

Sitemap

Basic sitemap with flows of the navigation pages.

 

Wireframes

 

UI Design: Uma estrutura modular

Modular structure with adaptable components patterns.

 

Prototype

Use the arrow keys on the keyboard to navigate through the pages in the prototype.

On Key

See some more

Cases

Datalive

Datalive Responsible for the design of the digital product Datalive, the first CDP (Customer Data Platform) in Brazil.

View »
Cases

Vinho Meu Mobile App

Vinho Meu Mobile App VinhoMeu is a concept app, designed for managing wines from personal cellars. The app allows you to quickly identify a wine

View »
Cases

Topázio Mobile Bank

Topázio Mobile Bank O Topázio Mobile Bank foi desenvolvido para o Banco Topázio, uma instituição financeira especializada em oferecer soluções de crédito, câmbio e investimentos.

View »