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It's my solo project. I led the Senior UX researcher and web analyst of the project for marketplace for selling cars and trucks- Autoline.ua. I led efforts to create comprehensive list of issues and solutions.
Problem 1: Complex Filtering
What Happens?
A user visits the site to find a specific truck. They open the filters and... get lost in the sheer number of options. Too many parameters, unclear categories, and a lack of logical structure make the search process difficult.
Why is this a problem?
Jakob's Law: Users expect interfaces to work similarly to other platforms, but a complicated and unique filtering system confuses them.
Hick’s Law: The more choices available, the harder it is to make a decision. Overloaded filters increase cognitive load.
How to Fix It?
For security and confidential reasons, I can't write information about the company's name and data. All data collected for this case study was changed and show only tendency, but provided data is not real.
Problem 2: "Add to Favorites" Button is Unnoticeable
What Happens?
Users want to save listings they like, but the “favorites” icon is too small and unclear. As a result, many users either copy links or forget about their preferred listings.
Why is this a problem?
Violates "Fitts’s Law": Small elements are harder to click, especially on mobile devices.
"Aesthetic-Usability Effect": If the interface looks unintuitive, users perceive it as less usable.
How to Fix It?
Problem 3: High Bounce Rate Among New Users
What Happens?
Visitors come to the site but leave quickly. Why? They don’t immediately understand that they can buy or sell vehicles. The homepage is overloaded and doesn’t clearly answer the question: “How do I find what I need?”
Why is this a problem?
Violates "Cognitive Load Theory": Users receive too much information at once and can’t process it quickly
"Serial Position Effect": The most important elements (search, categories) aren’t always placed where users first look.
How to Fix It?
Autoline is a powerful platform for finding and selling vehicles, but several UX issues hinder users from effectively engaging with the site. By improving filters, favorites functionality, mobile usability, and onboarding, the site can increase engagement, enhance user experience, and most importantly, boost conversion rates 🚀.
