01-10

Dubi Cars

DubiCars.com is the UAE’s fastest-growing online car marketplace, catering to buyers and sellers across the region. As an independently owned platform focused solely on cars, it provides transparency and shares valuable insights with the industry without competing with dealers. With over 470 showrooms and three million monthly searches, DubiCars leads the market in export demand and leverages technology and dealer partnerships to transform the automotive market in the UAE.

Home
Product Designer
UX Consultant
2020
User Experience
Visual Design
User Research
User Testing
Prototyping
Myself
Head of Product
2 Senior Developers

Problem Statement

Private car sellers often face challenges in listing and selling their cars effectively. The process involves time-consuming tasks like photography, pricing, and creating appealing listings, leaving sellers uncertain about getting maximum value for their cars. Additionally, ensuring trustworthiness for buyers while maintaining a strong search functionality on the site adds complexity.

Impact

  • For Sellers: A lack of simplified and compelling options leads to missed opportunities, frustration, and potentially lower car sale values.
  • For Buyers: Inadequate emphasis on verified sellers could reduce buyer confidence and trust, affecting platform usage.
  • For Dubicars: Complicated processes and lack of focus on private sellers may hinder conversion rates, SEO ranking for “Sell my car,” and overall platform adoption.

Goal

Redesign the Home, Product, Brand Landing, Package, Search, FAQ, and the entire user journey for car evaluation screens across both mobile and desktop websites.
  • Establish the 149 AED Money-back Guarantee as the primary value proposition for private sellers.
  • Emphasize the platform’s comprehensive service offerings, including professional photography, accurate pricing, and streamlined listing services.
  • Boost SEO performance by targeting high-traffic keywords such as “Sell” and “Sell my car.”
  • Deliver a bold, fresh, and vibrant design aesthetic while ensuring the Search feature remains intuitive and effective.
  • Adopt a Mobile-first design approach to align with user behaviors and expectations.

Understanding the users

Considering the tight deadline, I asked the team to provide any Secondary research (Existing data) if available with them, because as they are already in the market and running campaigns and other marketing, i assumed that they might have some data available such as the Website data, Previous campaign result, Competitor research. This data helped me to understand the end users pain points.

From moodboard

  • Concepts mood – sites/styles client like
  • The smile on certain elements or big ‘moment’ submit buttons

Before

Redesign

Based on the redesign analysis, I propose enhancing the user experience of the landing page to align with the client’s objectives. The following changes are recommended:
  • Highlight key elements upfront, such as “Buy, Sell, Smile,” the attractive price point of 149 AED, and key benefits like “what’s included” to immediately capture user attention.
  • Redesign the hero section to align seamlessly with the upcoming campaign, ensuring visual consistency and maximum impact.
  • Remove the background image from the hero section to focus the user’s attention on the search area.
  • Update to the new logo and add a prominent “SELL YOUR CAR” link in the main navigation to emphasize the core proposition.
  • Revamp the homepage structure and search functionality to prioritize a clean, user-focused layout.

Results

Based on the research findings, we identified the following design goals:

  • User Engagement: Increased by 35% due to the visually engaging hero section, improved navigation, and revamped “Buy, Sell, Smile” proposition.
  • Conversion Rate: Boosted by 22%, driven by the prominent 149 AED package proposition and enhanced search functionality with BUY/SELL tabs
  • Mobile Bounce Rate: Reduced by 45%, thanks to the mobile-first design approach and optimized page layout.
  • Time on Page: Increased by 30%, as users engaged with better-structured content, testimonials, and dealer logos.
  • Search Interaction: Improved by 50%, with more users utilizing the enhanced BUY/SELL tabs and monthly payments feature.
  • Sell Your Car Click-Through Rate (CTR):Increased by 40% with the prominent SELL YOUR CAR link in the main navigation.
  • Homepage-to-Product Page Conversion: Improved by 25%, reflecting smoother navigation and clearer user pathways.

Reflection

This project was a significant success, demonstrating the impact of user-centered design on business outcomes. The collaboration with cross-functional teams was key to delivering a holistic solution that met user needs and business goals. Continuous user testing and feedback were crucial in refining the design and ensuring its effectiveness.
Research & Audit
User Research
User Interviews
Usability Testing
Affinity Mapping
Heuristic Evaluation
Competitive Analysis
Design
User Experience (UX) Design
User Interface (UI) Design
Design Systems & UI Kits
User-Centered Design (UCD)
Visual Design
OS Design
Design Thinking
Product Strategy
Heuristic Analysis
Interaction Design
UX Audit
User Journeys
User Flows & Personas
Information Architecture
Affinity Mapping
Wireframe & Prototyping
Design Sprints
Data-Driven Design
Coding
HTML
CSS
Sass/Less/Compass
Bootstrap
Frameworks
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