When is the UI too simple? A study of www.mojomotors.com

Today I will tackle the subject of when the User Interface is simplified to improved the user experience at the expense of other users.

I was reading an article about car buying that suggested that existing sites like www.AutoTrader.com and www.Cars.com were cluttered sites and that people considering buying a used or new car should try www.MojoMotors.com. Since I buy used cars on a fairly regular basis, I was intrigued and decided to give it a look.

Unfortunately I found the site a disappointment after reading the hyped up article but I do not think it all bad, just that I was not one of the “Personas” of users that was considered.

In User Interface and User Experience, we have to consider who are the people that are likely to be using our product. We then group people with like attributes together to create various personas. To go further, we would tie the personas into market research to see which group is likely to make our product the most successful by identifying some agreed upon measure that could be applied across the different personas – could be number of users, amount of income created by the product etc… This would then be used to justify the strategic investment in the development of the solution. Unfortunately it is cost prohibitive to develop a solution for all personas identified.

As I landed on the site I was not greeted by some open white space as I expected from reading the article – think early Google – but instead by a top navigation bar, data entry line, lots of stuff about the company, links to how wonderful it is and of course a picture that has nothing to do with cars but rather a person – at least Cars.com has a car in their picture. So strike one. However please note that it is lighter in look than AutoTrader.com  – as it has the large banner advert at the top – but Cars.com looks a lot more inviting to use.

The icons in the top navigation bar, I could guess at what they mean but I could not see a help option to walk me through them above the fold. In today’s world, I would expect a video welcome to walk me through the benefits of this web site – above the fold or at the very least some help icon. By the way if you click on “Reviews” in the bottom navigation – you lose the icons at the top and no matter how often you click on the top “Mojo” icon it does not bring them back – Strike 2.

Now that I have the site at 2 strikes, let me explain why I strike out completely for my use. I buy used cars regularly every couple of years but at the time of my purchase I do not know what make or model of car I am going to buy because car availability varies by time of year, geographic location, fuel costs etc.. I have a budget and I look for cars that have features – such as 4 doors, pick up, convertible etc.  With the results of my search I narrow my search down to specific models that come within my price range for the location I live in. MojoMotors does not seem to allow me to do the initial search. www.cars.com, www.autotrader.com and even somewhat www.craigslist.org all allow me to get in there and do a generic or advanced search. www.mojomotors.com is therefore by itself useless for my user persona. Strike 3.

What is the saving grace for www.mojomotors.com? For people that know exactly what model/s they are looking for (but you can’t specify year – another issue) , I think it is possibly a good site because they can let the site keep an eye on the market for them and let them know when a car price drops. I presume it also allows the dealers to track what cars are being watched/purchased the most so that they can steer their inventory in that direction and be aware of what price they are selling for.

Looking back at the original article I read on MojoMotors.com, it made me visit the site but the site failed to come close to my expectations. In its current form I would be very unlikely to use it to purchase my next used car. Simplicity of site that was inferred by the article did not fit my user persona at all. I do however wish them luck as they grow and develop. If you come back to that site in a year, I am sure it will have some of the changes that make it not work for me in its current form.

If I have missed or misrepresented something on the web sites mentioned by writing this article, I will gladly correct it once it is brought to my attention. My purpose is not to harm the owners of the web sites represented but to explain why a particular web site does not always work for everyone.

 

 

 

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