Car Page Redesign

CarMax.com

Problem Statement

The current car page on CarMax.com did not effectively meet user needs or expectations. Users find it difficult to locate key information such as vehicle specifications, pricing, and availability. The page's layout and navigation are not intuitive, leading to frustration and higher drop-off rates. Additionally, mobile users face challenges with responsiveness and accessibility. These issues hindered CarMax’s ability to provide a seamless and engaging car-buying experience, potentially impacting conversions and customer satisfaction.

User Personas

Less expereinces customer that wants to get up-close and be helped on her terms

Key Attributes

Less committed to a specific car/journey
Wants a thorough, careful process
Seeks guidance from family, friends, or associates
Prefers in-person interaction to decide
Needs-driven by lifestyle changes or replacing a car

Pain Points

Navigating budget, trade-in, and monthly payments
Narrowing options by budget and lifestyle
Accessing instant help via text/chat
Viewing multiple cars and test-driving solo
Synthesizing advice from trusted sources
Completing transactions at her comfort level
Celebrating milestones and feeling reassured post-purchase