J.D. Power Digital Strategy Playbook
J.D. Power was considering a new venture. They asked us to help craft their strategy by creating fully considered mockups for a responsive website for consumers researching new and used cars.
We had 5 weeks.
J.D. Power Prototype Responsive Web Design
The goal: Create mockups/a model for a new consumer-facing mobile (and desktop) web site (and/or native mobile app) for JD Power and Associates, aimed at consumers researching and preparing to purchase new and used cars. The site needed to generate the majority of its revenue from advertising.
This site was to take advantage of JDP's amazing name recognition and consumer familiarity, while retaining their air of impartiality and keeping users' trust.
My role: Lead UX Designer, project leader.
Journey Map / Experience Map
We created a journey map for each persona. These maps charted how users with divergent goals and expectations would engage with the site's content.
This process led to key discoveries like users' preference for a polished, visually engaging site with magazine-like features, with rich content placed alongside J.D. Powers' trusted car ratings.
Early Concepts: Home Screen
We considered several concepts for the home screen.
One was media-rich and magazine-like.
Another had to do with finding cars on location and researching them via photos.
The third used simple touch gestures to quickly sort through options and target the vehicle a user was interested in.
Early Concepts: Vehicle Details
Early Concepts: Vehicle Comparison
Web Vehicle Comparison
Home Page (Mobile)
Mobile views were considered slightly before Desktop Web, given how many people access vehicle information on mobile devices.
The Home concept ultimately proposed was the rich media/magazine-like layout. It felt high-quality and set J.D. Power apart from competitors, as well as affording more and better sponsorship opportunities.