Autohero is an online used-car marketplace that enables customers to purchase vehicles entirely online.
MY ROLE
As the sole designer, I conducted heuristic evaluation, competitor analysis, user archetype definition, and journey analysis to identify where these issues were most likely to occur throughout the purchasing process.
design rationale
I redesigned the experience to improve pricing transparency, strengthen decision confidence, increase process visibility, simplify complex checkout interactions, and provide clearer post-order status tracking and action ownership.
Three representative user groups were defined to guide design decisions: first-time buyers seeking confidence and affordability, busy professionals prioritizing efficiency, and repeat online buyers requiring clear order management and tracking.
The car details page was redesigned to centralize pricing-related information, improve affordability evaluation, and make the next steps in the purchase journey visible before users commit to customizing their order.
The checkout funnel was restructured to reduce cognitive load through progressive disclosure, clearer information hierarchy, step visibility, and consistent interaction patterns across desktop and mobile.
A dedicated mobile order summary view provides persistent access to pricing, selected options, and totals throughout the checkout process, reducing memory load and improving decision confidence.
Warranty options were redesigned to improve comparison and decision-making through clearer categorization, visual emphasis on selected options, and improved understanding of coverage levels.
The order overview page introduces high-level progress tracking, separates customer responsibilities from Autohero activities, and provides clear visibility into what is happening and what actions are required.
A dedicated warranty section provides easy access to coverage details, validity periods, and comparison information, helping users understand and manage their warranty after purchase.
The complete checkout journey from order customization to order confirmation, demonstrating how users progress through financing, delivery, payment, and verification with reduced friction and increased process visibility.
A redesigned post-purchase experience that improves clarity around order status, next steps, ownership of actions, and support-related activities while reducing uncertainty after purchase.
RESULT
The final deliverables included high-fidelity desktop and mobile designs, interactive desktop prototypes, design rationale, user archetypes, design principles, and documented screen flows demonstrating the redesigned end-to-end experience.
