The Arnold Clark App.

Client - Arnold Clark

Role - User Experience Design

The Arnold Clark App launched in 2018 as the first customer based app from the company. Using an AI based photo processor to read registration plates and return a list of the same cars for sale on the Arnold Clark website.

The Problem

As Arnold Clark are a used car dealer, it was fair to assume that users expected a different experience from the app than what was offered.

The assumptions that we had were validated when we launched the MVP and started gathering quantitative data. We experienced users not allowing permissions as well as users deleting the app after one use.

Although we had pushed the MVP to the app/play store we knew that we had to gain users trust and manage their expectations of what the app offered. This inspired us to create a slick onboarding process to help the users understand what we were offering.

Wireframes showing the MVP with minimal features.

Quantitative data presented us with a new problem to solve. These wireframes show different routes explored through the discovery & feedback process for the onboarding process.

Using the design system; several versions were prototyped. The camera feature was the biggest feature of the app and the most likely to cause anxiety with users. It was important to empathise and gain trust with users as soon as they opened up the app.

Further user testing and quantitative data proved that our solution for gaining users trust was failing. We developed another solution to combat user anxiety with a softer more empathy driven message. Removing the camera feed background and replacing it with a white backdrop we could capture user attention.

The Solution

The solution we shipped had changed a lot from the MVP with new feature added each sprint. The direction of the app eventually changed and development was rerouted to allow customers to create an account and access their important documents.

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