Overview | Role: Lead Product Designer | Agency: Carvana

While at Carvana I got to work with a ton of talented designers first on the Vehicle Listing Pages and R&D team and for a year and a half on the Carvana App and Ownership Experience.

2019 to 2020 | UX/UI Design, Systems Design, Design Leadership

Carvana App

We redesigned every piece of the Carvana App to provide a North Star to work towards for years to come, diversifying the vehicle merchandising, modernizing the search experience, making the drop of experience painless and a hub for ownership.

Strategy

Strategic Foundations

Merchandising

Carvana needed a more flexible and personalized approach to merchandising in order to minimize markdowns and time on lot. We put together a series of flexible components that let customers choose how they wanted to shop to find their perfect vehicle.

Personalization

We wanted the app to be like a personal shopper for every customer. Apps tend to have more first party data than websites that lead to easier personalization. Our general approach was to make the top of the screens more personalized and further down more generic content.

Native Technology

There is a plethora of technology that apps are best suited to take advantage of that improves the customer experience. This can include everything from the built in camera and haptic feedback to notifications and AR/VR technologies.

Previously, customers could only start exploring through search or by body style we wanted to meet customers where they were; brand loyalists, price conscious, or even based in their area. The home screen also become more personalized based on their previous actions on site.

Part of upgrading the search experience was bringing it up to standards by adding things like hint text, saved searches and suggested searches, but also taking advantage of things like image and voice search as well. We also worked modernize and simplify the results page, refining the text hierarchy and making filtering and sorting more accessible and simple to use.

The goal of every step of the check out process is to make it as human and simple as possible through language, giving customers hints towards the smoothest path and letting technology pre-fill every piece of information possible.

We translated the webs Sell to Carvana experience ot mobile while trying to simplify and reduce the content density on the primary page and flow.

A more peronalized Order and Ownership Dashboard is the ultimate transition in the app. The Order Dashboard can let customers track the vehicles location and ease any lingering customer anxiety while letting the delivery feel celebratory. The Ownership Dashboard keeps the customer engaged with the brand and lets them manage payments and maintenance.

2018 to 2019 | Multi-Year Approach, Creative Vision, UX/UI Design

Vehicle Spinner

For my first 6 months at Carvana I worked on setting the direction for the Vehicle Spinner and then iteratively work towards enhancing it. The Vehicle Spinner sits at the center of creating and emotional, educational and brand connection for customers. We started off with 3 Concepts that we vetted internally and then tested progressive enhancements to work towards elements from all three.

We mostly tracked towards Concept 1 given it’s user friendly approach. It was modeled after the Carvana value, “Your Next Customer May Be Your Mom”

Concept 02

Concept 03

Evolution

Iterative Enhancements

The precious version of the experience was overly complex and perfect for early tech-centric adopters, but had difficulties with scaling both from business and asset perspectives.

We condenced the UI to make all actions easier to find.

We also took over the mouse so that the customer could easily know the was interactive and fully spinnable.

We also simplified the hotspots so that they we less 3-Dimensional and more accessable and simplified.

We also created Vantage Zoom which allowed customers to zoom in and closely look at parts of the vehicle and examine imperfections.

2019 to 2020 | UX/UI Design, Systems Design, Design Leadership

Ownership Dashboard

After a customer purchases a vehicle we wanted the experience to feel more celebratory, make next steps easier to understand and find and ensure that the experience translates perfectly into the ownership experience.

The Dashboard allowed us a way to centralize many actions that were disperate across the experience and could be triggered throughout the process by different parts of the organization.

Celebratory moments were added to provide context for the dashboard and give the customers celebratory moments.

The “To Do List” Feature allowed customers to perfectly understand what they need to do to complete their purchase and in ownership identify how to get the most out of their vehicle financially and maintain it.

The majority of Carvana customers finance with the company so allowing them to easily make payments on the site, manage their warranties and ensure that they always understand their vehicles value.

Get In Touch

Email | Linkedin

Location | Los Angeles