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Decision UX · Complex Choice

Car Variant Differentiation UX

Solves a complex UX where the user struggles in making decision between dozens of trims and variants a car offers.

Role
Sr. Product Designer
Company
CarTrade Tech
Timeline
2023
Focus
Decision UX, Information Design
01 · The Problem

Variant overload was killing conversion.

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02 · Approach

Reduce, group, progressively disclose.

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Decision UXInformation ArchitectureUser Research
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