While Penske Used Trucks has been a leader in transportation services in US and Canada, our challenge was to explore different ways to improve their current website user experience and design aesthetics.
This project was full of challenges since we had to reinvent the functionality of the search inventory while keeping the brand essence and other components required by the client. In order for us to be successful on this project we had to make extensive user research that inlvolved user testing, user journey mapping, A/B testing, card sorting, competitor analysis, surveys and usability testing.
Understanding the problem
One of the most obvious problems was a poor user experience, the lack of website responsiveness and the site aesthetics looked outdated.
Users were unclear on the process for renting or leasing trucks. The first impression above the fold was overwhelming to users because of the lack of content structure, user experience and modern eye-catching designs. The website definitely needed some love.
If your only tool is a hammer then every problem looks like a nail.Abraham Maslow
My role as UX Design Manager was to lead all user experience efforts for this amazing project. I worked along with the Director of UX and Art Director of Liquid Interactive. After a detailed road map and user flow I was tasked to create finished designs based on wireframes. I helped out with some of the user testings, wireframes and as well as interactive prototypes.
I was in-charge of successfully coordinating the design handoff to the development team that was located in Pune, India and other part in the US.
After properly understanding the problem statements, the main goals of the website redesign were established.
The UX Research
An extensive research was made for this project in order to understand the weaknesses of their old site and the search inventory. Some of the methods include: