What do dealership websites make customers do that we’d never tolerate in the showroom?

[joe.pistell]

Your saying we need to build for multiple types of customers!

UI architects are often mega-nerds and...
1. they build to solve their needs (i.e. they think all shoppers are power users).
2. are unaware of the spectrum of user's expectations.
3. have NO idea how complex car shopping is.
4. UNiversally agree that car dealers suck
5. Are unaware that shoppers find MORE value in talking to the dealer becuase...
6. They have no idea that the websites they build... suck.

Fact:

The survey is 5 yrs old and our sites are basically unchanged since DealerRefresh was a babe (read: Decades).



The "Dead Zone" and "The Jump", two of the most under explored areas in our space.



AutoMagic Labs is a merchandising research lab. We go deeeep into car shopping friction using 1st principles, then map it back to the UI.

DISC?