Go Auto: eCom Website Redesign
GoAuto: eCom Website Redesign
About the Project
GoAuto, a car dealership in North America, wanted to redesign a suite of websites to incorporate a new branding strategy.
The redesign was initially driven by branding, but the goal was to explore ways to improve the digital customer experiences and come up with innovative solutions.
We started this project with a discovery phase to understand the business and the customer needs. I was responsible for:
1. Stakeholder Interviews
2. Customer interviews
3. Competitive analysis
4. Heuristic Evaluation
Based on our collected insights we identified the key target audience, their needs and ideas for improvements
2. User Stories
3. User Flow
With our ideal vision in mind we created a roadmap and organized the design phase in agile sprints. I was responsible for:
1. Requirements definition
2. Sprint planning
4. Usability Test
Challenges & Restrictions
The biggest challenge was to manage expectations and move from an “ideal and visionary dream state” to a “feasible and realistic design scope”. With the support of a lot of creative minds, we had a massive wishlist of features that we needed to fit into a specific budget and timeline. We uncovered a lot of detailed complexity throughout the design process and had to make tough decisions to keep the project in scope without loosing the main objective out of sight.
Outcomes & Learnings
In this project, I got to dive deeper into project management and product management. I was responsible for creating a bigger vision and planning it into manageable tasks, detailed features and design elements. We should have been more radical in prioritizing and reducing feature ideas to keep the initial scope, but we did grow as a team and ended with a successful result.