Autotrader Vehicle Description Page Desirability Study
The Marketing Team developed new tone guidelines to represent the Autotrader brand. The UX Team implemented the initial iterations of the updated design template and sought to determine whether the new aesthetic aligned with the Marketing Team's brand vision. I conducted a desirability study to understand how the outdated and updated designs were perceived in relation to the brand guidelines.
Research Objectives
What do participants like or dislike about the outdated and updated designs?
Which design resonates the brand attributes prescribed by the Marketing Team?
Methodology
Impressions Study
UserTesting participant panel
20 participants (10 mobile, 10 desktop)
50% familiar with Autotrader; 50% unfamiliar with Autotrader
50% Age 24 - 36; 50% Age 36+
Key Takeaways / Impact
The updated webpage design made significant strides in the right direction, providing an approachable, informative, and professional car buying experience.
While there are continued opportunities to refine and modernize, the overall impact was positive. The biggest areas for continued improvement are streamlining content, modernizing visual design, and incorporating additional tools and features to make the experience truly extraordinary.
