Designing a user-centric website for certified pre-owned vehicles.

What if everything you assume about how people shop for your products turns out to be wrong?

When we set out to redesign, we knew that the website needed a fresh look and feel. What we didn’t know was what extensive research would teach us: that the certified pre-owned vehicle category has been missing the mark when it comes to designing a digital experience around the shopper.

Most car makers market their certified pre-owned vehicles by focusing on program benefits, like extended warranties and inspection checklists.  

But when we talked to real people who shop for certified pre-owned vehicles, we realized they care more about finding a car to fall in love with — the right color, the right model, the interior and styling, the features and technology. Whether people are shopping new or pre-owned, they approach the shopping journey the same way — by focusing on the vehicle itself, not the various guarantees and warranties and program perks that come with it.  

This insight — that it’s all about being able to find the right car — was our anchor as we redesigned So our most vital task was creating a set of robust tools unprecedented in the category.

From vehicle alerts that would ping a user when the Honda they had in mind came on the market, to shareability functions that allowed shoppers to quickly and easily show friends and family the vehicle they had in mind, to a set of powerful filters that allowed shoppers to focus their search as broadly or narrowly as they liked, we built a site that gave people what they wanted in a category that had grown accustomed to telling people what they should want.

Dan Rodriguez, Manager of Auto Remarketing at Honda said it best: "This is exactly what the category has always lacked: a website that makes comparisons simple, while providing an online shopping experience that makes finding a vehicle fun and easy.”

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