To evaluate the website’s user experience, I conducted usability testing in the Santa Fe area through both in-person and online interviews, supplemented by follow-up surveys. Participants were asked to complete a series of predefined tasks while I observed their behaviors and noted areas of friction.

Key tasks included:

• Locating the business’s contact information

• Assessing the website’s trustworthiness

• Finding three cars within their budget

• Completing a trade-in application

• Determining whether a vehicle listing provided enough information to make a purchase decision

Usability Testing Observations

• Homepage Trustworthiness: 66% of respondents rated the homepage between 2–3 on a 5-point scale, raising concerns about both trustworthiness and visual appeal.

• Search Functionality: 77% rated the search experience between 1–3 on a 5-point scale, citing difficulty filtering by vehicle type, budget, or preference.

• Ease of Navigation: 0% rated navigation above a 3, indicating consistent struggles with moving through the site.

• Contact Information: Only 25% of participants could easily find business hours, address, and contact details.

Demographic Insights

• Gender: 55.6% of respondents identified as male.

• Age: 33% were between ages 24–34, representing a fairly young demographic segment.

User Behavior Observations

• Shopping Priorities: When searching for a new car, respondents prioritized overall condition, vehicle history, features, and price.

• Preferred Shopping Channels: Users typically preferred a hybrid approach—researching online at local dealerships or third-party websites, while still valuing in-person visits to dealerships before making a decision.