SF Moto
Timeline :
3 Weeks
What is SF Moto :
SF Moto is a San Fransisco-based motorcycle company specializing in selling new or used motorcycles, apparel, parts, and service repairs.
Problem Statement :
Users looking to enhance their motorcycle-related endeavors need a better way to explore different options to optimize their purchasing processes and ensure parts compatibility.
Solution Statement :
SF Moto will help find good deals on bikes by allowing users to specify their exact wants and needs in a bike, as well as help with buying parts by allowing them to filter to their exact needs
Research
I started my research by checking out pages that already exist, I chose to start my research with competitive and comparative analysis from sites like Revzilla, Carvana, and Copart. I realized the there was plenty of room for improvement from not only the imagery but the nav as well.
Interviews :
Based on the info I learned from C&C, I began to draw up interview questions and began to round up participants, In order to cater to the user’s needs I targeted users who have purchased motorcycles or motorcycle parts in the past through an online service. Although my job as a UX designer was to stay unbiased and not look for solution without identifying the problem it was clear that SF moto had a disorganization issue.
My findings :
users had issues with unclear descriptions when looking for a part or vehicle.
users struggle with the checkout process on their current sites due to imprecise steps the page offers
Users currently use specific sites based on key features( nav bar, Car history reports, description pages, clear shipping dates, Vehicle preferences)
users have a preferred site to purchase motorcycles or parts for one main key feature
Users tend to not trust a website if it doesn’t have a clear and clean nav
Users usually experience untruthful and inaccurate shipping dates in current motorcycle sites
Personas
Amanda is looking to find niche parts for her motorcylce’s
Because Amanda owns older bikes she needs to have a clear and concise description on parts
Amanda is looking for a clear delivery date as well as a easy navigation.
Feature Prioritization
With my affinity map and persona ready to go my next step was to conduct feature prioritization.
Kyle is looking to purchase his next motorcycle
Kyle spends many hours researching and finds pictures to be a major contributor to his choice making
Kyle needs a filter system that goes into greater depth then the current sites he uses
Affinity map :
After conducting seven user interviews I was able to gather enough information that I started to see a pattern, I then went to affinity mapping. Because SF Moto in its current state is very unorganized it gave users a sense of distrust. After completing my affinity map I ended up with a steady course of issues that pretty much all had to do with disorganization and lack of information
Design
the app I built is intended to be easy to use and informative, a page dedicated to buying and selling motorcycles needs to be clear and concise so I knew I had to find a way to keep all the information provided for the user. When I started with my lo-fi I really tried to focus on navigation and having pictures clear and easily visible weather the user is on a phone or computer.
