158%
Lead Increase
(January to February)
Platform: Website
Role: Lead Designer
Company: Dealer Spike
What is it?
Indian Motorcycle of Lakeville is a large manufacture dealership that sells strictly Indian Motorcycle’s. They offer a unique buying experience by paying close attention to each customer's individual interests and needs.
The Problem
Problem: Mobile Experience and they need more leads on new inventory.
Measure of Success: Increased traffic on mobile devices and a increase in leads on new inventory.
Indian Motorcycle has a 2020 seven bike lineup of different models that comes out every year and the goal of Indian Motorcycle of Lakeville is to push these new types on their site.
Collaboration
Throughout the entire process I work with a wide variety of colleagues to complete the project.
Collaborators include:
Sales
Project Managers
Designers
Design Managers
Front End Development
Content
Client Interview
At Dealer Spike, our first step with new clients is a conference call. I had a conference call with the team at Indian Motorcycle of Lakeville to understand problems, goals, competition, and overall business.
This is a new site for Indian Motorcycle of Lakeville and they only sell Indian Motorcycle so their core site will only be Indian Motorcycle branding. In the interview, we talked about how they want a mobile first design to push their 2020 new inventory lineup. One factor they wanted to primarily focus on was having a increase in leads on new inventory for this new design.
User Research
For this project, we were not able to complete official user research. We did use data from a initial project in the past to understand what drove users to focus on new inventory and how we were able to navigate them to inventory with a easy flow chart. If I had been able to do user research, I would have done user interviews for users who were shopping for a new motorcycle and users who have never heard of Indian Motorcycle. After the interviews, I would ask them questions about what they learned about Indian Motorcycle and how they would shop for a new motorcycle in the future.
Business Goals
Here is a list of goals based off of meetings with their marketing team and manager:
Increase mobile user experience
Increase in leads for 2020 Indian Motorcycle lineup
Sell more New Inventory
Having a visually appealing design that follows Indian Motorcycle brand guidelines but sell’s inventory
Follow legal restrictions
Sketches
My first step was putting my initial ideas down with pencil and paper. Check out some sketches of the mobile and desktop design as I explore different solutions to solve the problem.
Wireframes
After sketching, I work through wireframes to work closer to different designs and solutions for the overall website. I met with the team at Indian Motorcycle of Lakeville to discuss my ideas and we narrowed down my wireframes to a few solid directions before moving into the visual design.
Visual Design
After figuring out a plan, I moved into high fidelity mockups for the design. I collaborated with our Front End Development Manager and Design manager to ensure the design was following our framework width to ensure the website was as responsive as possible on each device.
Final Design
After several reviews with the clients marketing team and my design manager, we narrowed down the design to a simplistic modern design that is eye catching but brings a simplistic design to mobile and focuses on the new 2020 Indian Motorcycle lineup. Check out these final prototyping videos for each device, mobile, tablet, and desktop.
Clickable Prototype
We send our clients a clickable prototype so that way they understand how the site will interact once its coded out. Our Front End Developers also use our clickable prototypes to see exactly how hover effects look, navigation, and any site animation on the website.
Check out the mobile clickable prototype I created in Adobe XD:
158% increase in leads
Indian Motorcycle of Lakeville saw an exponential increase in leads in a one month period after going live. The site went live at the end of December 2019 so we tracked overall lead increased from January to February. After creating a simple user experience that pushed the 2020 motorcycle lineup we noticed a 158% increase in leads from January to February just shortly after going live. These lead increases were from customers requesting information about new units as well as other aspects like pre-owned units, financing, and requesting a quote, all from our enhanced user experience. We also saw that the majority of users were using their mobile devise to shop rather than tablet and desktop devices.
Overall
Results
After implementing a new design we saw a 158% increase in leads between January to February. Not only was new inventory leads increasing through out the month, we saw that most of those leads were coming from smart phones devices, which deemed this a successful project.
Takeaways
Simplify mobile design. Generally when people are shopping they already know what they are looking for. If you simplify the user experience by making it easy to shop within one to two clicks it can help the customer shop easier.
Don’t worry too much about the detail early on. As you are working through sketches and early wireframes its best to focus less on the detail and more on the overall user experience as you work through the process.