main_web

For a long time Carjump's website was a single landing page aimed at capturing the few organic users who'd search for the app by name. It was time to create an experience tailored to users discovering Carjump through the web through marketing campaigns, and allowing them to learn about the app in order to convert. I worked on this project with a Junior UX/UI designer, a web developer, and a PM, with the key stakeholder being the CEO.

Role: Lead UX

Expert interviews

To understand the business value and expectations from leadership, I conducted interviews to define their needs. We narrowed down the purpose of the website to the following: create additional channels for conversion; allow for cheaper acquisition; explain the product; and B2C purposes.

Ideation

To get valuable input from the team and to kick off, we started with a user journey mapping exercise to really get into the shoes of our users, followed by a series of design studio workshops with all key stakeholders.

Sitemap

After the initial kick off we narrowed down our site's design goals—clear copy, an easy to understand explanation of offers and benefits, use of relevant images, dedicated pages for all big features, and plenty of white space. To get an idea of the pages and navigation I created a sitemap.

sitemap 3.0
web_userflow

Registration flow

Another main function of the website was to simplify the carsharing registration process, in order to sign users up for their first carsharing accounts and turn them into Carjump users.

Task analysis

To dig in to user needs and understand what each page needed, the team collaborated in putting together a task analysis for each page. The deeper understanding gained jumpstarted the first wireframes and subsequent interaction design.

Web – Carjump account and registration

User testing

We tested a high-fidelity wireframe with 50 potential users who had not heard of Carjump before to understand whether they understood Carjump's value proposition. The results indicated that: 

  • About 50% understood what Carjump does
  • Over 60% were confused about what mode of carsharing Carjump supports
  • Less than half understood that the CTA takes you to an actual registration process

We took these learning and incorporated them into the next iteration.

Homepage_improvments_IA
page1_step2

Forms

In the meantime, we were also working on the carsharing registration process. We created an intuitive set of forms, which mimicked the selection fields in the app and allowed users to securely enter data on their computer, and finish up on their phone.

Forms

To dig in to the user needs and understand what each page needed to include, we reflected on the user journey and our personas to create a task analysis for each user need. 

Styleguide

Since the site was built from scratch, we provided a styleguide to help the developers, as well as for additional content planned for later iterations. 

Web3.0_styleguide

Spec sheet

Complicated interactions were described via an annotated spec sheets which was linked to relevant JIRA tickets. 

 

Web 3.0 Spec Sheet

The new and improved Carjump website went live a few weeks later. 

Final

Explore More Work

Ecosia HomepageWeb UX / UI

Android IntroUI / Copy

Landing PagesWeb UX / UI

Carjump AppsMobile UX / UI / Copy

iOS Navigation RedesignMobile UX / UI

Registration FlowMobile UX / IxD

Banking FeatureUser Research

Ina Bina is Ina Arnaoudova
Digital Product Designer
ina.arnaoudova@gmail.com

LinkedIn |Twitter |Behance