Vivacar.fr
Project details
Vivacar.fr aims to connect its network of over 160 groups and 1200 dealerships with customers looking to acquire a new used car through a lease with purchase option (LOA).
The business is focusing on the French market.
Vivacar.fr sells cars online through online e-commerce.
Leading an international team, composed of both internal employees and independent collaborators.
I conducted the analysis of business objectives, conversion of data into actionable insights, and maintained open communication with all teams throughout the process.
Research
Product Design
Product Management
UX/UI Strategy
Creative Direction
Overview
Introduction:
Vivacar.fr communicates with its clients exclusively through digital media. However, the platform was not receiving an optimal number of conversions, and visitors were remaining on the site for only a few minutes before getting lost in the information-intensive environment.
Project overview:
Initially, the project aimed to improve the platform’s usability by introducing user-friendly navigation. However, during the research phase, valuable insights were uncovered, leading to the proposal of a thoroughly redesigned UX/UI experience that not only enhanced the visual interface but also improved functionality. Additionally, branding changes were implemented.
Main objectives
Improve product experience
Due to the complexity of the product, which involves budgets, plans, brands, models, and many other variables, navigating became confusing and overwhelming.
Text and content
analysis
As they communicate exclusively online, they wanted to analyse their digital messages and overall content.
Facilitate conversions
Another challenge was designing an easy way to decide on purchasing a car, which is not a quick decision.
Design thinking:
This five-stage methodology guided the overall project.
User-centered approach:
Placing the user at the center of decision-making was crucial for designing and developing an optimal product.
Nielsen’s usability heuristics:
I implemented the ten Nielsen’s usability principles in order to achieve an outstanding product that is both intuitive and highly functional.
Project phases
Research
Design
Interviews & surveys
Contextual inquiry
Affinity diagram
Wireframes
Calculator design
A/B test
Information architecture
User flow
Data analysis
Branding proposals
Prototypes
Iterations
Launch
During this time, we held brainstorming sessions and regular meetings to stay informed of all progress and important findings from the team. We utilized agile methodologies and the Slack tool to facilitate the team’s coordination and collaboration.
All decisions were based on careful analysis of user needs and business KPIs. Our primary objective was to develop an efficient solution that would also promote growth.
Users
Main user group:
Our main target group is working adults between the ages of 22 and 36. They already have some purchasing power, but they are interested in used cars rather than new ones.
Focused on one country: France.
The project was centered on France, allowing us to develop a tailored product suited to a high-context cultural environment.
Examples of user personas:
Research & data analysis
I conducted and coordinated interviews, as well as analyzed available data to understand user navigation habits, average visits, and sales. Additionally, we analyzed the media that was driving the most visitors to the platform. The main sources and tools we used were Google Forms, Google Analytics, SQL, RStudio, Meltwater, and Brandwatch, among others.
Main findings
Although they are targeting the French market and using the French language to communicate with their users, they have not implemented UX writing practices to create their texts. Moreover, the lack of a strategic approach to copywriting has resulted in unclear communication, despite the language used.
The interface is challenging for users, leading them to leave the platform without finding what they are looking for. This, in turn, affects the conversion rate.
The use of a panda bear as a brand ambassador has a negative impact on the business’s image, thus affecting its sales.
Design
Branding
A new color palette was proposed in order to make it more modern and connect with our main target group, as research revealed that the brand’s current colors felt outdated. We maintained blue as the main color to ensure brand consistency, while actually updating its tone. All colors were tested to ensure at least an AA level of contrast, procuring accessibility.
Color palette:
The typography has been updated to a modern one, created for digital devices. After conducting A/B testing, the Inter font was selected as the ideal choice. This Google font is easy to use, share, and obtain, making it a convenient option for the internal design team and their future projects.
Typography:
The iconography was also renovated.
After conducting A/B testing, we realized that circular icons with the main blue (following the new branding guidelines) were the optimal choice. They have an AA level of contrast even in small formats.
Icons:
The UI kit was updated to align with the brand guidelines, resulting in a consistent image for Vivacar.fr both as a product and in communication.
The design system was made available to the design team, enabling them to create promotional materials not only for the new brand image, but also for future communication efforts.
The main used tools were Figma, Miro, Slack and the Adobe suite.
Cards:
The new platform
WEB
Mobile
