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

[KennySmithAutoUnite]

Joe, I get what you mean now. I was reading “low quality user” as the shopper, not the level of experience they expect.

I agree though. Before we keep adding more tools, the basic shopping experience has to be really easy. Help me find the right car, show me what matters, and don’t make me work for it.

If we get that part right, the rest should feel a lot more natural.

 

[Vochi]

Meaning we've got friction in the shopping system that's ahead of some of the more sophisticated concepts that you're talking about.

Wouldn't it be pretty easy to test?

• Half see current homepage, half see the new entry point.
• Don’t force the new path.

Something like:

What matters most to you?

1. Family
2. Towing
3. Off-Road
4. Daily Driver

It would test the entry point?

 

[joe.pistell]

What matters most to you?

1. Family
2. Towing
3. Off-Road
4. Daily Driver

Ahh grasshopper, segments (well known to shoppers), maps to owner's context.

Try it.

 

[Vochi]

Ahh grasshopper, segments (well known to shoppers), maps to owner's context.

Try it.
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You’re right that segments exist the question is can a need entry point plus one constraint get the shopper to where they want to go faster than dropping them into the full segment?

 

[joe.pistell]

You’re right that segments exist the question is can a need entry point plus one constraint get the shopper to where they want to go faster than dropping them into the full segment?

I am done spoon feeding you sir, you are on your own.

If you give a shit, let go of the mouse, get into a store and start helping sell cars.

 

[Tony.Steen]

Not all car shoppers think alike.​

​

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Slide 3 is a secret weapon to see into the behaviors of shopping audience and this fires off creative, fresh, new merchandising experiences, all focused on the shoppers JTBD.

The car shopper matrix and all this JTBD talk make me think you're a UX/Product Designer who also happens to be car guy, but maybe it's the opposite? Car guy turned product designer.

Anyway if you want to dive deeper into the product design practices around these matrices (sometimes called Attribute Grids) I suggest, "Collaborative Product Design" by Austin Govella.

It is extremely practical. It's central idea is designing as a team (product, designer, marketer and engineer) but 95% of the activities can be done solo.

Tony