Car Page Redesign

Problem Statement

CarMax

I

Mar 2023

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 expereinced 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

Above the fold content

Finance Elements

Model Content

Features & specs

3.7%

Fufillment options submit rate (sales leads)

4%

Return visit rate

4%

Increase in finance sales increase

46%

Increase in still photo engagement

1%

Increase in return visit rate

48%

Increase in interiro 360 engagement

$7.9M

Annualized profit

Featured in...

The shift, Salesforce

Our team explored how model-specific content could bring the vehicle detail page to life, highlighting features tailored to each vehicle’s make and model. By pairing relevant information with engaging visuals, we helped shoppers better understand what makes each vehicle unique and imagined how the experience of browsing a physical lot could translate into a richer, more immersive online experience.

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