🚀 A month after the beta release, Purchases page had 142 engaged users with a total of 2,171 successful sales.

Project Introduction

Context on Adesa Clear:
When Carvana acquired Adesa in 2022, its auction business was declining due to competition from digital auctions, KAR's shift to online sales, and Covid's impact on physical auctions. Initially, Carvana Auction was used to dispose of vehicles that didn't meet Carvana's high brand standards, but after the acquisition it was rebranded as Adesa Clear, gaining 56 physical auction locations across 4,000 acres. To regain market share and improve profitability, Carvana launched the Digital Auction Platform (DAP) in 2023, seeing early success but still aiming to replace Adesa's outdated Dealerblock, improve the buyer experience, and expand Clear nationwide in 2024.

The impact of Purchases
With that said, the Purchases page can enhance buyer experience by providing easy access to post-auction details, encouraging repeat use and driving higher bidding activity. This can reduce Carvana's dependence on competitors like Manheim or OpenLane and improve financial performance by keeping transactions within Adesa Clear.

How might we provide our automotive dealers with the most efficient post-purchase experience that is transparent, efficient, and complete?

How are we measuring success?

Increase percentage of checkout on Adesa Clear by 850% (~35.6K sales) by Q1 of 2025. For reference, from the beta launch in September 2023, there has been a total of ~4K+ sales.

What's wrong with the current purchases experience?

1. There's a lack of information hierarchy, and it's hard to tell what piece of information is most important.

2. All 'Open Order's should be ready to checkout.

3. Infinite scroll is better suited for the exploration of content, where users are browsing aimlessly for something interesting. However for Purchases, users have a clear goal of checking out the vehicles they've won. Therefore, infinite scrolling is unnecessary here.

4. What's the purpose of this page? What should the user's behavior be? The layout of this page makes it seem like the purpose of this page is to intake a lot of information rather than select vehicles for checkout. Why not group the behavior in two parts?:

   • Part 1 - User selects vehicles by only seeing high level information

   • Part 2 - User has the option to see more in detail about the vehicle(s) that will be checked out.

5. Unnecessary tabs to group information.

Cross Functional Collaboration

To foster alignment and clarify priorities across product managers, engineers, and design, I facilitated a FigJam session to explore and document what’s currently working well and identify areas for improvement.

Here is the high level summary of what users think are currently working and not working:

Indirect Competitor Analysis

To better understand the challenges dealers face post-bidding, I conducted an indirect competitor analysis to gather insights and identify frameworks that could best serve our users.

Indirect Competitor #1 - Amazon

1. Grouping: The items are grouped by date of order placed, and the design is visible.

2. Discoverability: There should be a search bar at the top to save time from scrolling. I found this especially useful for our platform since some of our dealers like to checkout in bulk orders which can include purchase of more than 50+ vehicles at a time. And often times they can get very specific with the vehicles they are looking to purchase.

3. Exposure: There is a section on the right labeled "buy it again", so users get exposure to products once again. This sparks interest in a subtle way to the uses without disrupting their flow.

Indirect Competitor #2 - Best Buy

1. Search: The search feature also exists for Best Buy as well. However for Best Buy, the search bar applies to all tabs - All Orders, In Progress, and Canceled. On Amazon, the search functionality is only applicable per tab group.

2. Filter placement: UX hierarchy for Best Buy has both their filter functions at the top where users can narrow down their search first, then select from the different tab groups at the bottom. It clearly guides the user of suggested actions which is a great learning point.

3. Details on store location: This leads to more information on the store location. A possible nice to have for dealers that want more information on the location of their vehicles.

4. Image: A clear picture (although not the biggest) gives a general idea of what the user purchased through color and shape of what's in the image.

I've also compared my learnings to the exploratory wireframe of Purchases from the previous year

Exploratory Wireframe

1. The top tab currently shows "Open Order" and "History" with "Claims" missing.

2. "Date Purchased" shows within the chart, but it's hard to locate it at first glance.

3. The colorful badges are shown all over the chart, making it difficult on the eyes to stay focused.

4. The priority of the chart here seems like it's the vehicle images when at this point in the user's checkout process, the image isn't the most important.

Current User Flow

This is the flow that users will go through from the Purchases dashboard to the start of Checkout flow. We tried to make the experience as straightforward as possible.

Web Explorations

A key factor in creating a successful page is exploring all available options within the given scope of time. Below are the iterations I've considered, along with the pros and cons of each design:

Iteration 1 -

Iteration 2 -

Iteration 3 -

Iteration 4 -

Touchpoints

Throughout all iterations, I've made sure to communicate different versions to my cross functional teams as well as our design system team. After each meeting, I've sent recaps of what was discussed and decisions that were made. Here are some examples of async messages I've sent to the team via Slack, as well as some screenshots of meetings with my wonderful teammates.

During meetings, I either use the comment tool on Figma to note down feedback or do live edits. (The scribbles were from design crit)

This process was never a linear one, which is why it's a beautiful one. We had lots of conversations going back and forth due to the nature of Adesa Clear being freshly built. I've realized how important it was to communicate using prototypes and later also tried to record myself via Zoom going through the workflow to minimize confusion.

My team! ❤️ Most of my Wholesale team are in Arizona's headquarters or in the far far east. I had a blast picking their brains on the wholesale industry to get a deeper understanding.

A New Struggle - Mobile Edition

As I was designing for web, I was also designing for mobile. And oh boy…the struggle for mobile was a real one. It was already hard to fit all necessary info on web, how did I find a solution for mobile?

A common problem I faced for web and mobile was not knowing where to place the vehicle overview information (web: information inside the right column, mobile: information in the accordion) along with the rest of the purchases content that users find more important. There needed to be a solution where both information can live without disrupting the user flow.

Panels and Sheets

[panels on web, sheets on mobile to maximize usage of space]

[images]

Final MVP Product

[image]

Why it Works

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Current Results

From beta launch in September 2023 to August 2024, there has been a 22% increase of active dealers using Purchases. Currently there's 650+ active users on Purchases, which is very successful given Adesa Clear has not rolled out to other parts of the country as of yet.

However…

The Purchases experience still needs improvement because right now the experience is mediocre. We are receiving > 2 support interactions per sale and > 50% goes to voicemail. To address this issue, we added additional features on Purchases to give our users more clarity around our experience. You can find the case study here.

🌟 This was one of the most rewarding projects as a designer

• Close but also frequent collaboration with PMs and ENGs was the key to successfully executing Purchases. As a junior product with only six months at Carvana when starting this project, I couldn't have managed the complexity of this project without the support of my cross-functional team.

• In hindsight if there was an ample amount of time, I would have suggested conducting user interviews with dealers using buy.adesa.com to gather more targeted insights, rather than relying solely on competitor analysis. This approach would've been more effective, as dealers often seek specific details in their Purchases dashboard before moving to Checkout.

• Don't settle for just one version! Explore multiple options and think creatively within the project's scope. This approach helped me develop a framework that works best for Purchases by focusing on organizing large amounts of information effectively.