Visit an OEM car website, and you’d expect to see slick graphics, interactive demos, and one click access to every positive review and award conferred on them. This is done in large part to gratify the ego of the person who has likely already made a purchase decision (notice the photo-shopped desktop wallpapers for download?)
Which is why the burden falls on third-party auto sites to be the fair and balanced arbiter, providing shoppers with the tools to research and validate their decisions. Unfortunately, third-party auto sites underwhelm when it comes to creating an optimal user experience. Instead, they provide yet another billboard for car manufacturers to splash their marketing spiel.
Using user-centered design methodologies that rely on personas and scenarios, third-party auto sites can significantly improve the overall experience for site visitors. Support for user-generated tags as an alternate means of accessing information, and cluster search that contextualise results are a good place to start.
Have you recently used a third-party auto site to locate your next car? Share your experience with us.
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