Brand
Project
Designing the web experience for a government incentive program for vehicle scrapping
Summary
I had the privilege of designing the initial web application for COD trading, a platform that enables users to obtain compensation for their scrapped vehicles.
Responsibilities
Product Design
Project Management
Starting from scratch
The government has recently taken the decision to remove all old vehicles from the market. Under this initiative, vehicle owners who scrap their old vehicles will receive a Certificate of Deposit (COD) which can be used to purchase a new vehicle at a discounted price of 2-3%.
The government asked to created digiELV, a platform for trading CODs, to address the problem of vehicle owners who do not wish to buy a new vehicle after scrapping their old one and who want to buy a vehicle but they don’t have COD.
July 2022
After being introduced to the clients and hearing their idea for a new platform, I promptly assembled a team and commenced thorough research on the recently introduced law by the government.
We compiled a list of all necessary features that needed to be included in the platform, and began constructing user journeys and information architecture.
Developing a point of view
During our product audit and research, we encountered several challenges related to understanding the law and complying with its guidelines and restrictions while creating specific features. We found that there were numerous features to parse, and their conceptual metaphors were often inconsistent and confusing.To address these challenges, we decided to divide the project into two distinct phases.
First Phase: Improving the user journey and overhauling the user experience (UX) of the platform
Second Phase: Creating Simple and user-friendly visual design
phase 1
THE challenge
OKAY, HOW DO WE GET THERE?
We delved into each attribute with specific ways that it could manifest in the product experience. This approach was effective in helping the team fully comprehend the strategy and understand what steps were necessary to move forward. It was clear that the we should focus on making the product more "Compliance ".
phase 1
EMPHASIZING THE UX EXPERIENCE
We compiled all the necessary information, explored multiple design directions and user journeys, and after a few days, we completed a user flow that effectively positioned digiELV as the solution to the COD trading problem.
The homepage of the site was utilized to tell the story about the "scraping details and their benefits" and then introduce digiELV as the solution to the problem.
UX option 1
UX option 2
REFINE AND DEFINE
I presented my design directions to the team and we selected one to further develop. After identifying areas for improvement and discussing next steps, we decided to begin with phase 2 since we had successfully completed phase 1 and received approval from the clients. With their satisfaction, we proceeded with implementing phase 2.
Final Direction
phase 2
Design Principle
Great, with a general strategy in place, the next step was execution. To ensure consistency and alignment among the design team, we established a set of design principles.
These principles served as a guide for making design decisions and were particularly helpful when communicating with stakeholders. By using these principles, we were able to justify our design choices with a clear rationale.
Simplicity
We wanted to keep the user interface simple and intuitive, making it easy for users to understand and use the platform.
Consistency
Maintain consistency throughout the user experience, using the same design elements, interactions, and terminology to reduce confusion and promote familiarity.
Hierarchy
We Prioritize the most important information and features, using visual cues like size, colour, and placement to guide the user's attention.
Balance
Create a balanced layout and visual hierarchy, using negative space and symmetry to provide a sense of order and harmony.
Contrast
Use contrast in colour, typography, and imagery to create visual interest and draw attention to important elements.
Proportion
Use proportion and scale to create a sense of visual hierarchy and emphasize the most important information and features.
the Final Design
Within a few months, we designed a responsive web application for digiELV while adhering to our design principles and strategic goal of improving the user experience with a focus on compliance.
When the user experience is executed correctly, users do not notice the complexity behind it. However, working on this project has given me a newfound appreciation for brands that engage in trading.
There is still room for improvement in the digiELV platform, and the past few months have been a challenging and fast-paced journey. Nevertheless, I am proud of the lessons we have learned thus far and am excited about the continuous enhancements we can make.
credits
UX design
Kuldeep
UI design
Kuldeep
Nidhi
Project Manager
Kuldeep