Presentation Transcript

1. CarMax Decision Engine

   Delivering the right car Peter BernhardtCourtney DuttonAshley RetzlaffNick Van Wiggeren
2. Interviewees all have unique reasons for choosing the car they did Customers want to: Compare different available cars Check the inventory available nearby Find out what their peers are buying and driving The Decision Engine: Users Research
3. Existing search options assume the user knows the details of the car they are searching for Users may be searching to buy their first car, or know nothing about how car buying works Instead of forcing them to figure out what a transmission is, or the difference between a SUV and a crossover, allow them to answer simple questions to determine the best fit The Decision Engine: Background Research
4. The Decision Engine: Goals Guide customers to the car they’re looking for regardless of how much they know Increase reservations and traffic for CarMax Speed up the discovery process Leverage social media to engage a wider audience and allow users to see what their peers are using Research
5. The Decision Engine: Competitive Audit Took a look at CarMax’s current Recommendation Tool Very customizable Also looked mobile application for Cars Direct, Cars.com, TrueCar, and AutoTrader Unique features Research
6. Using a question-tree system, allow users to discover a car based on what they need and how they’ll use it Advanced users can bypass this and delve into an advanced search Leverage Twitter, Facebook and Google+ to steer users to cars their peers are looking at, as well as share what they chose Present the user with real stock to allow them to make reservations directly from the application The Decision Engine Research
7. Upon application launch, the user is presented with the option to search, or progress through the question tree User Experience: Flow User Experience
8. If the user selects to follow the question tree, they will be presented with a series of questions such as this User Experience: Questions User Experience
9. Alternatively, the user can initiate a search with predefined criteria, allowing them to find cars to test drive without answering questions User Experience: Search User Experience
10. Once the user has completed the questions or an advanced search, they can view their results. At any time, the user can return to an advanced search – if they had been doing the question tree previously, they will be able to return to a search with the options it created filled in. User Experience: Results User Experience
11. Once the user finds the car they want, they’ll be able to reserve it for a test drive directly from the app. User Experience: Reserve User Experience
12. User Experience: Michelle Walkthrough User Experience
13. Because one of our personas, Roger, is probably not very technologically-savvy due to his age, we also created iPad wireframes for our application. He wouldn’t be as likely to use the app on a phone as they would on a tablet, which is easier to read and use. User Experience: iPad User Experience
14. From our research, we learned many people prefer word of mouth when making a big purchase. Social media has allowed our society to become more connected than ever before. In order for an app of this nature to succeed, social media must be integrated. Decision Engine: Conclusion