• About CarMax

• Personas

• Goals & Objective

• User Interview Findings

• Competitive Audit Findings

• Wireframes

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

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.

Michelle: Lifestyle Buyer Age: 26 Deciding by Lifestyle : Michelle

Education: Communications Degree, NYU

Occupation: Assistant Manager

Income Level: $38k a year

Current Vehicle: 1998 Honda Civic

Favorite Website: Facebook, Tumblr

Hobbies: Jogging, Volunteering

Favorite TV Shows: Daily Show, Jersey Shore

Influencers: Parents, Online Reviews

Vince: Functionality Focused Age: 32

Education: Vocational Training

Occupation: Office Manager

Income Level: $56k

Current Car: 2001 Ford Focus

Favorite Website: YouTube, The Superficial

Hobbies: DIY House Repairs

Favorite TV Shows: American Idol, The Simpsons

Influencers: TV Advertising, Word of Mouth

Roger: Brand Loyal Age: 59

Deciding by Brand : Rodger

Education: BS from Cal State Long Beach

Occupation: Small Business Owner

Income Level: $75k a year

Current Car: 2005 Chevy Suburban

Favorite Website: Drudge Report

Hobbies: Golf, History Novels

Favorite TV Shows: NCIS, Fox Beltway Boys

Influencers: Consumer Reports, Newspaper Ads

88%

Simplified Process

Most Important to Users

88%

75%

40%

No Hassle

Fair Price

No Salesman

Mobile App Engagement Time Spent per Session (minutes)

4.5

12.7

Web

App

0 5 10

15

25% 88% 13%

1. Simplify Car Buying Process

• Solve for multiple personas

• Intelligent app

1. Eliminate Hassle of Salesman

• Contact through app

• Ability to make offer

1. Save Customers Time

• Link with Social Media

• Thoughtless questions

CarMax

Vehicle Recommendation Tool

• Excellent categorization of data, in a way that is easy to

comprehend and intuitive

• Does not engage the user

• Too many options – is more of a search tool

• Allows the user to go through all options at a glance

• Quick and easy to use

• Simple and clean UI

Buzz feed quiz

Kelley Blue Book app

• Breakdown of information into multiple pages for easy

viewing

• Carousel slider allows the user to access the

information at his own pace

• Swipe through the mandatory tutorial the first time

you open the app

• Status bar the bottom tracks progress through the

tutorial

Aurasma app

Tutorial Screen

• Seen on first time opening the app only

• 4 screens describing what the app does

• User must complete the tutorial before

entering the application

Social Media Link

• Drop down interface

• Prompted with email / password

• Opt out option leads to manual search

Confirmation Page

• Confirm preferences we determined from

the users social pages

• User can edit each selection by clicking

the box

• Next takes you to second page of

preferences, similar to this

Manual Search

• 8 Questions to mirror information

gathered from social pages

• User answers the question by selecting

the box that best fits them

• Question mark provides clarification on

the question and option

• Status bar lets user know how far along

in the process they are

Confirmation Page

• Confirm preferences we determined from

the users social pages

• User can edit each selection by clicking

the box

• Next takes you to second page of

preferences, similar to this

Car Options

• Shows 4 car options at a time based on

preferences gathered.

• User can select each box to learn more

about the car

• See more provides more options

Car Profile

• Pertinent details

• Carousel for multiple images

• Expanded view for specifications

• Chance to pursue OR save car

My Lot

• ”My Basket”

• Carousel for easy viewing

• Communication icons

• Chance to begin make offer flow

Make offer flow

Make offer flow

• Short bio on Sales rep at CarMax

• Remote communication possibilities

• Message center for double blind

communication within the app with push

notifications

Make Offer

• Keyboard pops up

• Suggested price

• Chance to input an offer and send to

CarMax without having to even speak to a

rep

Carrier 12:00 PM

Carmax

1988 Chevy Car

$$$

Your Offer:

Rest of Tutorial

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