Lauren Johnson
Great Little Cars is a used car dealership located in Santa Fe, NM since 1995. They have received numerous nominations and local awards for their exceptional service. Great Little Cars requested cosmetic and functional website changes due to poor navigation, search, and inventory organization. The site lacked essential features and had a non-user-centric design. I conducted a holistic evaluation to provide long-term recommendations that balance business goals and user experience.
Client:
Great Little Cars
My Role:
Product/UX Designer
Year:
2024/2025
Objectives
• Enhance the user experience by optimizing the UI for seamless website navigation and effortless access to information.
•Take full ownership of the various roles involved in designing a product such as: User Researcher, User Experience Designer, Product Designer.
Wireframing
The Redesign
User Impact, Reflections, and Key Takeaways
User Impact:
Before the redesign, user feedback highlighted significant usability and trust issues:
66% of respondents rated the homepage between 2-3 on a 5-point scale for trustworthiness.
77% of respondents rated the search functionality between 1-3 on a 5-point scale, indicating poor usability.
0% of respondents rated the ease of navigation above 3, showing widespread difficulty in finding information.
Only 25% of users could easily locate key business details like hours, address, and general information.
After the redesign, the improvements were dramatic:
Task success rate increased to 100%.
100% of online survey respondents rated the website 5/5 for trustworthiness, navigational flow, and ability to find key information.
Reflections and Key Take Aways:
Understanding User Needs
Used car buyers prioritize trust, transparency, brand persona, ease of comparison, and access to information. Addressing these pain points was key to improving the user experience.Clear & Accessible Information
Users struggled to find key details like contact info and vehicle features. A transparent contact section, prominent listings, and a structured About Us page improved trust and navigation.Balancing Aesthetics & Functionality
A sleek design mattered, but usability was the priority. Users preferred a clean layout, high-quality images, readable text, and organized filters for easy browsing.Trust Signals Boost Conversions
Customer reviews, ratings, and awards reassured buyers, increasing trust, engagement, and conversion rates.Continuous Optimization
Ongoing user feedback and A/B testing ensure the platform stays competitive and user-friendly.
