Redesign Astra Daihatsu Website
Hello, I am Muhammad Afdan Rojabi (Afdan Rojabi), currently applying for a job as Product Design & Research. Hopefully this can be used as material for consideration in my application.
About Astra Daihatsu
Sole Distributor and Retailer of Daihatsu vehicles, as well as its supporting products and services in Indonesia.
Brief
Redesign a website for an automotive company Astra Daihatsu that showcases their vehicles and allows users to easily buy, research and compare model, location dealership and schedule test drive. The website should be visually appealing and easy navigate.
Objective
As UIUX Designer, we need you to analyze and propose what can be improve in Astra Daihatsu (astra-daihatsu) website, hence it could provide greater and outstanding design. Make it more user-friendly website, for their users to buy car, research and compare vehicles, locate dealerships, and schedule test drives and we want you to find what happened in the website and create solution that can be drive sales and customer engagement. The objectives of this case study is to design a new a new website that addresses theses customer these customer needs and improves the overall user experience, ultimately resulting in an increase in website traffic and sales.
Before entering the design process stage, I searched for information regarding Astra Daihatsu’s target market. Based on Daihatsu’s internal survey, the current buyers of Daihatsu cars have shifted to the age group above 35 years old.
Source : https://mediaindonesia.com/ekonomi/273487/daihatsu-bidik-konsumen-milenial.
“The age category or age group provides information on the distribution of population ages based on their welfare groups. This indicator aims to determine whether specific welfare groups are dominated by relatively productive age groups or by non-productive age groups such as children or the elderly.”
According to the criteria set by the Indonesian Ministry of Health (2009), there are at least nine age groups, namely:
1. Toddlerhood (age 0–5 years)
2. Childhood (age 5–11 years)
3. Early adolescence (age 12–16 years)
4. Late adolescence (age 17–25 years)
5. Early adulthood (age 26–35 years)
6. Late adulthood (age 36–45 years)
7. Early elderly (age 46–55 years)
8. Late elderly (age 56–65 years)
9. Elderly (age 65 years and above)
Tools
Figma, spreadsheets, FigJam
Design Process
This case study was conducted using the Design Thinking framework, following the Empathize to Test steps. The final outcome will serve as recommendations on how to solve the problem.
Step 1 : Empathize (Research & Discover)
Based on Daihatsu’s internal survey, the buyers of Daihatsu cars have now shifted to the age group above 35 years old. Therefore, I include them in the late adulthood category (age 36–45 years) based on the criteria set by the Indonesian Ministry of Health (2009). This age group has a high propensity for making purchases.
Objective
1. Understanding user behavior in utilizing the Astra Daihatsu website.
User Interview
In an effort to achieve this goal, qualitative user research in the productive stage is the most suitable tool to understand how users perceive the product.
So in this position, the qualitative research method I will conduct is in-depth interviews with 5 users. It is estimated that interviews with five users will uncover approximately 85% of usability issues related to the application’s features, a number consistent with the quote from Norman Nielsen Group: “ And, while there is a statistical uncertainty about any number obtained from a quantitative study (how will the average obtained from my study compare with the average of the general population), there is absolutely no uncertainty in a qualitative study — any error identified is a legit problem that needs to be fixed. “
Criteria User
The user criteria to be used are as follows:
1. Users frequently use the website for purchasing cars (Active users).
2. Users who are first-time buyers using the website to purchase a car (First-Time Buyers).
3. Age group of 36–45 years old.
Media Interview:
Face-to-face interaction
Interaction Identification:
a. Buy
b. Research and compare vehicles
c. Locate dealerships
d. Test Drives
- Screening Question (Qualitative Process):
Detail Links : https://docs.google.com/spreadsheets/d/1od228uPQssmIZVWk73soCF19wE01lKv0WsyBCw5r7Cg/edit?usp=sharing
2. Dept Interview (Getting Insight User):
Active User :
First-time user :
Detail Links : https://docs.google.com/spreadsheets/d/1od228uPQssmIZVWk73soCF19wE01lKv0WsyBCw5r7Cg/edit?usp=sharing
User Active Journey Map
Active User :
a. Buy
b. Research and compare vehicles
c. Locate dealerships
d. Test Drives
First-Time User
a. buy
b. Research and compare vehicles
c. Locate dealerships
d. Test Drives
Note :
For the journey map, only pain points are included
Detail Links :
Step 2 : Define
In the second step of the design process, I will create a Problem Statement and How Might We statements based on the findings from Step 1, ultimately resulting in a problem statement.
Problem Statement
“The website is too crowded, and its steps are confusing.”
How Might We
How might we improve the website by simplifying its interface and fixing the confusing steps.
Step 3 : Ideate
At the most creative step of the design process, I find a solution and build with wireframes, Hi-Fi, and UI Kit.
User flow
Detail Links :
Wireframe
Detail Links:
https://www.figma.com/file/WuYxBpSdRQXr1bProKkavc/Astra-Daihatsu?type=design&t=7KPW3F7UNPcCadwx-1
Hi-Fi
Detail Links :
UI Kit
Detail Links:
Step 4 : Prototype
Prototype:
To see prototypes:
Step 5 : Test
Usability Testing
Due to limited time & screens, I did a Hi-Fi test with 3 participants via Google Meet, each lasting around 30 minutes.
The objective of the test:
1. Observe whether the user can complete the specified task.
2. Identify application areas that require changes to improve performance and user satisfaction.
From the results of usability testing, only minor errors were found, such as typos and inaccurate naming.
Closing
Here is the solution I have come up with. I hope it can be considered as a contribution to your company. Please excuse any shortcomings or errors in the process of addressing this challenge.
