Jeep InteractiveのUIギャラリー

Jeep Interactive

Jeep Interactiveを使用したときのイメージ図

This project was solely for educational purposes and has no affiliation with Jeep by Fiat Chrysler Automobiles US LLC.

Jeep InteractiveのUIギャラリー

Jeep Interactive

Service Design, UX Design


The Challenge

Consider the Future of Car Buying Experience

Jeep Interactiveを使用したときのイメージ図

The objective of this design project was to "develop a comprehensive solution for the future car buying experience, taking into account the current situation caused by the outbreak of the novel coronavirus." In addition to proposing solutions on the screen, like an app, the team was required to address problem-solving at the system level.

This project was undertaken as part of the User Experience Program at UCLA Extension, and the team consisted of four members: Wensi Hu, Zachary Stewart, Alec Parezo and Keita Aoyama. The project was conducted remotely via Zoom over the course of 11 weeks.

My Roles

• Facilitation

I facilitated our meetings and discussions by creating a safe place for everyone and carefully listening to each team member’s opinions.

• Team Management

I was responsible for organizing our tasks and deliverables. I used Trello to do all the work, helping our team to stay organized and making all the information accessible anytime.

• Prototyping

I created the interactive prototype of our Jeep Interactive application on Figma.

• Planning

I created a plan at the beginning of the week enabling us to start working efficiently, maximizing our productivity.


Approach to the Solution: Our Journey

Getting in the Shoes of the Car Buyers and Stakeholders

We conducted early-stage empathy maps based on our assumptions around the 7 main personas involved in the car shopping journey.


After the exercise, we gathered all of our early assumptions and ranked them on an assumption grid in order of high risk or low risk and if they were certain or uncertain assumptions. We highlighted our top ones to validate in the research.

Early Assumptions:

• The automotive industry is transitioning towards a service-oriented approach

• Individuals seek to minimize physical contact with others whenever possible

• Much of the current experience can be digitized and offered online

• Online 360-degree views and augmented reality shopping experiences facilitate car viewing without physical presence

Deeper Dive into Research

In the research phase, we conducted desk research and set out to talk to as many users and stakeholders as we could. We wanted to listen to and observe their experiences first-hand in and around car dealerships and the buying or selling of cars.

User Interviews / Ethnography

As far as our recruitment process went, we cold-called dealerships and leveraged personal networks, and conducted in-person visits to several dealerships.

Recognizing the challenges of tracking outreach and conducting interviews remotely, I developed an interview tracker to help the team efficiently manage and organize our progress. With this tool, we successfully conducted 15 interviews.


We also studied the user flow at a local dealership, noting how the dealership was acting in light of COVID-19, how they were handling onboarding the customer, and how efficient the process was in general.

Insights Obtained from Interviews, Ethnography, Desk Research, etc.

1. Car buyers want to “feel” the car and make a purchase in person.

2. 83% of car buyers want to complete at least one step of the purchase process online.

3. Salespeople would rather talk in person to feel car buyers’ emotions and get them excited.

“I don’t think I could buy a car if I wasn’t able to drive it or smell it.”

— Emma, Car Shopper


Identifying Opportunities

Based on the insights obtained from research, we concluded that both car buyers and salespeople desire to talk in person at the dealership and touch the car. From there, we created journey maps for consumers and stakeholders to identify opportunities within the current user journey.

As a result, we found that giving more freedom to car buyers while they are at the dealership would help reduce unnecessary interactions.


How might we ensure that customers can purchase a car safely?

The focus of our ideation was to produce as many ideas as possible. We conducted multiple ideation activities remotely as a group, which helped us ideate over 100 possible solutions.

Upon finishing the exercises, we used the voting technique to decide which idea was worth developing further. We chose to develop an immersive experience at the dealership using AR. We created a quick and dirty version of idea sketching to have a more concrete idea of what this is, how it’s going to work and etc.



The Tangibility Rule

During our discussion on how to prototype the immersive retail experience, I kept hearing phrases such as: “I thought you meant...” or “I wasn’t thinking that way...”. To avoid any more misunderstandings, I created a service blueprint as one source of truth and I had the team walk through each step of the blueprint to make sure we all were on the same page.


I created a lo-fi wireframe to communicate details of the AR application, allowing us to quickly visualize the app's appearance and identify necessary features.


Another Deep Dive into the Process

Facing some critical questions about the purchasing process, we conducted another ethnographic study. Observing the buying process gave us the insights we were looking for late in the game that validated how we approached our prototypes.

“The car sticker is everything — by looking at the sticker to view vehicle information the user sees what they are signing off on in the car they are purchasing”

Preparing for Usability Testing

Refining Prototype

Given our insights above I revisited the need for my prototype and how I should design them to fit better around the journey of the future car shopper.

Getting Ready for Testing

After making some adjustments to the prototype, I increased its fidelity. Ideally, I wanted to conduct usability testing before making changes to the wireframe. However, considering the time required for testing, I decided to increase the fidelity of the prototype first in order to obtain test results that would include both the visual and structural aspects of the app.

Here are the main features of the AR application:

Test Drive

One of the main reasons that car buyers go to the dealership was to test drive vehicles that they are interested in purchasing. We simplified the process and minimized the physical contact with the sales staff at the dealership for safety.

AI Chatbot

One of our main objectives was to minimize human interactions.
We decided to include an AI-powered chatbot in our product which answers basic questions.

The Car Sticker

As we found that car buyers value the car sticker, we emulated and made it easily accessible.


Uncovering Issues

Once I had the prototype ready for use, it was time to put it in the hands of users to uncover issues not only in the Jeep Interactive application but in the user journey as a whole. Coupled with the storyboard for testing the overall process, we conducted usability testing on the application.

Unable to Find Stickers

We observed a low success rate for viewing the vehicle information and concluded that it was due to the tag above the car not appearing clickable. As a result, some users were unable to access detailed information about the car.

With that in mind, I added a right chevron icon on the tag to signify that the tag is clickable for further information.



What I learned

Show, Don't Tell

I was reminded how effective prototyping is when you are trying to communicate your thoughts or ideas to other people. From time to time, I found the team discussing ideas verbally and we got stuck every time that happened. What helped us get unstuck was communication through prototyping. The turning point in our project was when I showed the service blueprint and lo-fi wireframes to the team, which established the shared understanding of the idea at its work within our team and we were able to start shifting to communicating our ideas to the users, not to each other.

Facilitation Is Not About Speaking

I learned that effective facilitation involves active listening, not just speaking. During intense team discussions, I would often pause and give each team member the chance to express their thoughts, which I would then summarize for the group. If necessary, I would share my own views from a neutral perspective and work to persuade others to agree. Upon reflection during the project retrospective, when my facilitation skills were evaluated by the team, I realized that effective facilitation requires both taking control of the situation and the ability to listen actively. This realization boosted my confidence in my facilitation skills.

This project was solely for educational purposes and has no affiliation with Jeep by Fiat Chrysler Automobiles US LLC.