1. Define Objectives

Understand business goals and desired outcomes.

ie: "Revenue growth depends on increasing the total number of unique visitors, the average number of page views and the time spent on-site by those visitor, and the proportion who ultimately lead conversions."

2. User Research

Interview multiple stakeholders. Understand the user journey & define natural journey pain points.

  • What works about the current process?
  • Define needs & understand problems and hurdles
ie: "As a shopper looking for a car it is difficult to understand what vehicle and/or which trim has the features and options, they find most valuable. Car shoppers don't want all the details when they're comparing multiple cars; instead, they're trying to decide which car to focus on first and are consequently more interested in just what makes a car different from the others."

3. Ideate / Prototype

Make assumptions and start designing. What works? What doesn’t? Where do problems arise?

4. Build Hypothesis

  1. Isolate each design choice

  2. Create an assumption & Hypothesis to test

  3. Outline what we expect to happen

  4. Outline what we want to learn

  5. Consolidate into experiment rounds

  6. Refine objectives

5. Test

Write story and requirements

GOAL: Include a carousel toward the bottom of the Core Page with vehicle alternatives [other models] that will reduce the bounce rate by re-engaging visitor who may have lost interest in the car on that core page

  • Produce a funnel to inventory page with more focused listings, ultimately leading to lead submissions
  • Allow visitors to eliminate confusion more efficiently / quickly find a car that interests them
  • Gather user feature preferences explicitly


Bounce Rate

Increased Lead submission (Conversion Rate)

Engagement / time on site / Click-thru-Rate (CTR)