1. COM 597: Interactive Design
Mobile APP Project
Christine Liu ．Edward Chang ．Li-Tien Ou ．Melinda Yang

2. Overview
• Client Introduction and The Problem
• Project Goal
Research
• Best Practices Competitive Audit
• Cars.com, ebay MOTORS and edmunds
• Interview Findings
• Persona: Life Style, Function and Brand
• Design Concept and UX Strategy
Design
• User Flow, Sitemap, Sketches
• CARmax Mobile APP Wireframes
Agenda

3. About the Company
CarMax is the largest used car
dealership chain in the US with over 100
dealerships and have sold over 5 million
cars.

4. The Problem
Customers of CarMax are commonly undecided on
the exact car they wish to purchase. Knowing what
car type, make, model and options to select as the
criteria for a buyer can be a confusing and a long
and drawn out process. This often leads to potential
customers leaving the dealership without buying a
car and risk going elsewhere once their mind is
more made up.

5. Project Goal
Brand
Favorability
Uniqueness
Experience
Increase
Walk-in
Rates
Make Car-picking
Process Easier
Go Viral
with
Social Media
Entertaining
Process
CarMax
Users

6. Kirkland Life Chiropractic
T Research Findings

7. Research Findings: Best Practices Competitive Audit
Features Point out valuable
cars
Compare up to three
options at a time side by
side by rotating device
Need ebay account to
save cars
Has various channels
for additional car
information
Need to follow three steps
to complete searching by
brand -> series -> year
Functions 1. Car search
2. Sell cars
3. Favorites
4. Research
5. Financing
1. Superior searching
results
2. Research & specs
3. Favorites
4. Tools
5. Dealers & reviews
1. Featured cars
2. search
3. Favorites
4. Community, video,
blogs, events
1. vehicle search
2. dealer search
3. calculators
4. Show available cars with
nearby dealers
5. Professional and user
reviews
UI 1. Filter is
complicated
2. Inconsistency
UI and aesthetic
design
1. Color organization
displays consistency of
organization
2. Memory for color
information
1. Simple and
2. Elegant UI design
1. Offer user control and
freedom
2. Search options
minimize users' memory
load

8. Research Findings: Best Practices Competitive Audit

9. Research Findings: Best Practices Competitive Audit

10. Research Findings: Best Practices Competitive Audit

11. Research Findings: Best Practices Competitive Audit

12. Research Findings: Interviews
• The distrust feeling toward dealers
•More willing to get recommendations from friends and relatives
• Hard to calculate the ideal car meeting budget from previous
site and app use experience
• Complexity of filtering searching results
• Have difficulty managing the list of cars they were interested in

13. How the interview affected our final app
1. Create entertaining process by gamification
2. Provide favorite function
to keep interested cars in a list
3. Find or contact dealers easily
4. Intuitive filter function
5. Clear list of price and features
based on location

14. Kirkland Life Chiropractic
T Persona
Provided by Instructor

18. Kirkland Life Chiropractic
T Design

19. Concept & UX Strategy
Define Persona
Gathering FB
Personal Information
Give Recommendations
like a friend
GET YOUR MATCHED CARS!

20. Concept & UX Strategy

21. Concept & UX Strategy
Car Buyer Persona Deciding by Lifestyle, Feature and Brand

22. User Flow

23. SitemapSitemap
Favorite

24. Sketches

25. Main Functions
• Process of gathering users' FB data
• Start the game and get recommendations
• Add favorite cars to a list
• Contact a dealer about a specific car selected
Wireframe

30. Kirkland Life Chiropractic
T THANK YOU