I spent 5 year working at Arnold Clark, primarily as a graphic designer. Due to the nature or the business and the rebrand that I headed up I was able to get involved in various UX projects across the business.
Some of the key achievements of my time at Arnold Clark:
Designed the monthly payment search feature, which lead to a 22% increase in finance enquiries
Lead the company rebrand, this allowed me to help shape the customer journey and adapt the sales process to be more streamlined, friendlier and more transparent for the customer
Rebranding of GTG Training, brand update for Harry Fairbairn BMW/MINI
Lead designer for internal communications project
Client
Arnold Clark
Project Type
UX / UI / Product Design
Role
UX / Product Designer
Year
2013 – 2018
Project Tools
Pen & Paper, Adobe Creative Suite
Arnold Clark Hack Days
Research
We were given a generous amount of research, customer surveys, heat maps, statistics and salesman feedback.
I worked with my team to pull out the useful information, we started by wading through the data and decided to focus on the car search process. We took or key points onto post-it notes in preparation for analysis with an affinity diagram.
Analysis
Affinity Diagram & Customer Journey Map
We kicked off our affinity diagram with our keypoints already on the wall, as a group we started to categorise the data to identify any pain points for customers during the search process.
We started to categorise our data to see where we could make improvements and where any pain points lay.
During our whiteboard session we started to create a customer journey for the car searching process to highlight areas for improvement and where in the process the pain points appeared.
Our data suggested that customers struggled to find cars with the correct monthly payment they could afford, the website only allowed for searches on car prices but did show a monthly payment on specific cars in the search results.
We decided this would be our focus to take forward.
Concept