The model overview page was the most significant page on the Cardekho’s mobile site for two reasons, first, it had the highest traffic and second, this page was the starting point in the remote research phase of the user’s journey. The drop out at this page meant that Cardekho is not helping users enough to move further in their research phase, let alone advance them to the purchase phase.

I needed a framework that could provide insight into behavior patterns of buyers. In the research, I found out that the users with the same characteristics had different behaviors. It did not matter whether the users are buying a hatchback, sedan, SUV or luxury, whether they are middle class or upper class, whether they are young or old, what mattered was how confident they felt about their consideration set of cars. This informed their research behaviors.

Starting fresh car buyers need help and reassurance at every step of the car buying journey.

Their research is scattered as they research to discover.

Comfortable and confident car buyers are knowledgeable enough to trust themselves in the car buying journey

Their research is focussed as they research to confirm.

FULL WIDTH CARDS

Unlike the old designs, full width cards are used in the new design to maximize the content in the horizontal space.

WILL USERS SCROLL?

Giving users important content upfront also meant increasing the length of the page which begs a question whether or not users will scroll. For this, we relied on the previous research:

People’s behaviors are fairly stable and usability guidelines rarely change over time. But one user behavior that did change since the early days of the web is the tendency to scroll. In the beginning, users rarely scrolled vertically; but by 1997, as long pages became common, most people learned to scroll. 

— Nielsen & Norman Group