ICE UX Research Strategy Defining the CARFAX Ideal

ICE UX Research & Strategy Defining the CARFAX Ideal Consumer Experience

Agenda • Opportunity & Research Goals • Research Conducted • Insights • my. CARFAX, Account, Saved Cars & Searches • Ratings & Reviews • Emails & Notifications • Value & VHR • Car Research • On-Ramps & Task Similarity • Competitive Analysis • Design. Map • Next Steps

The Opportunity • Lifecycle • Product Architecture • On-Ramps and User Flows

UX Research Goals • Current: Understand how our current consumer products should be organized on our web and mobile properties. • Future: Gather insight that will help ensure that our future products are integrated into the experience in a way that makes sense to our users. • Redesign our currently disparate products into one, cohesive, seamless Ideal Consumer Experience.

What We Did • Current Information Architecture • Analytics – direct, organic and paid • Consumer Interviews (17 participants) • In-House Open Card Sort (13 participants) • Online Open Card Sort (160 participants) • Online Closed Card Sort (192 participants) • On-Ramps – Mapping User Flows • Competitive Analysis

Current Information Architecture

Create a lists of “Tasks”

What is a “card sort? ” Card sorting is a research technique for discovering how people understand categorize information. 2 Types 1. An open card sort is one in which users create and name their own categories. 2. A closed card sort is one in which categories are pre-determined.

In-House Card Sort

In-House Card Sort Testing Information 13 Participants across 3 lifecycle phases 11 Sessions (2 were joint sessions) 69 Total Tasks (Cards) Testing Tasks 1. Organize cards into groups. 2. Name the groups.

In-House Card Sort Testing Insights Category Insights User’s Categories (Standardized) • Average number of categories was 7 • Account • Research • Maintenance • Buying • Selling • CARFAX Reports • Customer Service

Consumer Interviews Insights Participants 4 participants over the phone 13 participants in-house (post-card sort) What We Learned Lifecycle phases my. CARFAX Other Insights • Out of the in-market participants, 11/12 of them had driven their current cars until they were either unsafe to drive or not worth any repairs. • 15/17 participants were familiar with CARFAX Reports and had used them before. • Sites mentioned: Auto. Trader, Car. Gurus, Ebay and Craigslist.

Online Open Card Sort

Online Open Card Sort Testing Info 160 total participants In-Market and Out of Market 51 tasks to sort into categories Testing Task 1. Organize cards into groups. 2. Name the groups.

User Clips • 2 Clips from participant Sgvaughan (in-market participant) • http: //www. usertesting. com/v/8554 c 39 e-eb 69 -4090 -8466643411192 a 51? encrypted_video_handle=uwt 7 Sto. Wqk. MBTQYgcct. He g&shared=XBMvi. Ui. L

Online Open Card Sort

Online Open Card Sort Testing Insights Category Insights User’s Categories (Standardized) • Average number of categories was also 7 • Account • Buying • Research • Selling • Maintenance

Category Insights Open Card Sort – Comparison In-House (13 Participants) Online (160 Participants) Account Research Maintenance Buying Selling CARFAX Reports - Help / Customer Service n/a

Category Insights Open Card Sort – Secondary Categories Category Out of Market In Market Dealerships 17/79 – 21% 19/81 – 23% Emails/Notifications 13/79 – 16% 17/81 – 20% Value 8/79 – 10% 13/81 – 16% Vehicle History 4/79 – 5% 18/81 - 22%

Online Closed Card Sort

Online Closed Card Sort Testing Info Testing Task 192 total participants In-Market and Out of Market 59 tasks to sort into categories Place cards into pre-defined categories.

Online Closed Card Sort

Online Closed Card Sort Testing Insights - my. CARFAX 1. my. CARFAX = Account 2. Garage = ? “Add a car to your garage” sorted into account most often. It was most often paired with other account features and save actions. “Save a Car You Own” was sorted into account by 75% of users. 3. Service History “View the last 3 places where you took your car for an oil change” “Check to see if your car has an open recall. ” 4. Service Shops “Find a trusted service shop near you. ”

Online Closed Card Sort Testing Insights – Saving Cars for In-Market • Users want to save/follow cars they’re interested in buying in-product (UCL). • Similarly, when a new user is in the process of selling their car, they want to save their car to their account (SMC). Saved Cars in Account However, the data suggests that users want to view all of their saved cars and searches in one place.

Online Closed Card Sort Testing Insights – Ratings & Reviews Businesses (Dealerships & Service Shops) • For the most part, people want to leave a review in-product. • “Leave a review for a service shop that you’ve been to. ” • “Rate and review your experience at a dealership” • People want to manage their reviews in their account. • “Edit your review. ” • “View a dealership’s response to your review” • “View all the reviews you’ve written” Vehicles • “Rate and review your 2013 Honda Accord” was too close to call, split between “Account” and “Research. ”

Online Closed Card Sort Testing Insights – Emails and Notifications Users want to sign up for emails related to a product, in-product. ”Sign up for email updates to your used car search” “Sign up for notifications when your car is due for an oil change” Users want to manage their email preferences in their account. “Unsubscribe from email notifications on your used car search”

Online Closed Card Sort Testing Insights – Account A CARFAX user’s account could contain all of the following: Profile Saved Searches • “Manage your profile” My Car(s) • “Retrieve your password” • “Add a car to your garage” or Save a Email/Subscription Preferences car you own” Followed Cars My Reviews • “View a car you saved yesterday” My Reports • “Save a car you’re interested in buying” and • “Log into your account to view previous “Add a car to your garage” paired together purchases”

Online Closed Card Sort Testing Insights – Value & VHR Value Insights • In the open card sort, Value-related tasks were really spread out between Buying, Selling, Research and that secondary category, “Car Values. ” • In the closed card sort, value-related tasks were most often sorted into “Research. ” VHR Insights • In the open card sort, purchasing a Vehicle History Report, was most often sorted into “Buying” categories (38%) or that secondary category “Vehicle History (22%). ” • However, in the closed card sort, it was most often sorted into “Research. ” *In open sort, VHR and Value tasks were not paired together at a significant rate

Online Closed Card Sort Testing Insights - Research What do consumers view as “Research? ” • Consumers view a lot of what CARFAX can do for them as “research. ” • In the closed card sort, almost all Value and Vehicle History-related tasks were sorted into “Research” in addition to standard “Research” tasks. What “Research” tasks wound up in other products? • “Read an overview of the Honda Civic” = Buying • “Look up tips on how to maintain a 2016 Toyota Camry” = Maintenance

On-Ramps Task Similarity Insights UCL 1. 2. 3. 4. Dealerships Sell My Car Value Car Research Sell My Car 1. 2. 3. UCL Value Car Research Car Maintenance 1. 2. 3. Account / Service History Service Shops Car Research 1. YMM – UCL VHR 1. 2. UCL Sell My Car

Competitive Analysis Autotrader Cars for Sale Sell My Car Trade in My Car Research & Reviews Find Local Dealers Loans Search Cars for Sale Kelley Blue Book Instant Cash Offer Research All Dealers in Fairfax, VA 22030 Road. Loans. co Geico m/autotrader Sell a Car Yourself Insurance Sign in / Sign up My Summary - My Searches - My Cars - Alerts Finance My Cars Reviews & News My Searches My Profile

Competitive Analysis Cars. com Buy Sell & Trade Service & Repair Videos & Reviews My Account Find Cars for Sale by Owner Used Cars for Sale Research Car Models Sell Your Car Find Your Car’s Value Get a Service Estimate Do it Yourself Repairs Latest Car News Latest Car Reviews Latest Videos Awards Favorite Cars Find a Dealer Review a Car How to Sell Your Car Find a Service Center Service & Repair Advice Multi-Car Comparisons Updates & Trends Help for First-Time Buyers Child Car Seat Checks My Ads Estimate Used Car Values My. Cars. com Listing Safety & Recall Notices Car Maintenance 101 Detroit Auto Show Chicago Auto Show New York Auto Show LA Auto Show Saved Searches Estimate Your Payments Certified Pre-Owned Cars Account Settings

Competitive Analysis Car. Gurus Used Cars New Cars Car Values Sell My Car Research Questions My Account Used Cars for Sale New Cars for Sale What’s my car worth? Sell My Car FREE Research New and Used Cars All Questions - Newest - Recently Active - Unanswered My Account - Garage - Reputation - Question Activity - Settings Favorite Topics Inbox Following Saved searches Asked Saved listings Saved promotions

Competitive Analysis Home KBB Car Values Cars for Sale Car Reviews Awards & Research Top 10 s Tools Sign In 22030 <3 New & Used Car Prices Search Local Inventory KBB Expert Reviews Top 10 Lists Compare Cars Saved Cars Enter Your ZIP Code (Save) Saved Vehicles Trade In & Private Party Values Sell Your Car New Car Buyer’s Guide KBB Awards Payment Saved Calculator Comparis ons Instant Cash Offer Free Dealer Price Quote Consumer Reviews New Car Buyer’s Guide Vehicle History Report Vehicle Safety & History Report Quality Ratings Latest Car 5 -Year News Cost to Own Find Local Dealers Auto Show News Cars I Might Like Most Research ed Cars Car Loans Dealer Price Quotes Recently Viewed

Competitive Analysis Accounts • 4/4 of the sites store all saved information in a user’s account. • KBB also saves it in a separate “saved” section adjacent to account. • KBB calls their account “my. KBB” • Car. Gurus also has a “garage” which lives inside the user’s account. Other Navigation Items • Value – 2/4 • Service – 1/4 • Research – 4/4 • Selling – 3/4 • Dealerships – 1/4 Summary

NEW CARFAX IA Used Cars for Sale CARFAX Reports Sell My Car Maintenance Research Find a Used Car Enter VIN What’s My Car Worth? Track Service History Research / Add My Car Makes Find a Dealer Find a Service Shop Used Car Values Get Cash Offers Help Account CARFAX Reports Profile Settings Recent Car Account Reviews Questions Notifications Tips & Advice my. CARFAX Contact Us FAQ

Treejack Testing (In Progress)

DESIGNMAP

DESIGNMAP

Takeaways 1. “my. CARFAX” means “My CARFAX Account” to consumers. 2. Users want to keep their own car, the car(s) they want to buy, and the search criteria for the cars they’re interested in buying all in the same place – their account. 3. However, the actual act of adding or saving a car will probably happen in-product. 4. Users want to leave reviews in-product but manage them in their account. 5. Users want to sign up for emails in-product but manage all emails and subscriptions in their account. 6. Tracking your own car’s service history and finding service shops may stay in a ”maintenance” section of the site. 7. Value and Vehicle History Reports are tools used throughout the lifecycle but rarely paired together – there’s an opportunity to message selling with equal weight to buying. 8. Consumers view most of what CARFAX does as research – there’s an opportunity to promote our great content on other areas of our site.

Next Steps Design • Wireframes • Account / HAM / Showroom / Garage • Maintenance • Homepage UX Research + Strategy • Ethno study review with SIG • UX Personas • User Flow/On Ramps • IA – future navigation • Mobile (1 vs. Many)