Imperial Auto

user experience audit and wireframing of online lead generation website for car sales

Imperial Auto is the largest network of motor dealerships in South Africa, representing all the country’s major vehicle brands. They wanted to change the focus and purpose of their website into a more retail client-facing website instead of the existing site that had a large brand focus. The main objective was to motivate the consumer to interact with Imperial Auto via the website. They needed to optimise their website to become a user-friendly vehicle shopping experience that would be more effective at generating leads and enquiries for vehicle sales. I conducted a User Experience Audit of their existing site and made recommendations for improvements. As with any large enterprise there are internal operational requirements to consider so I chose options for improved User Experience based on feasibility and impact of the internal changes required.

After working through the process of optimising their offerings from a users point of view with the development and management team at Imperial, we found solutions that allowed us to incorporate all of the vehicles (New, Used, Passenger and Commercial) into their vehicle search and work around existing internal structures. Previously, only the used passenger vehicles were searchable and new vehicle enquiries were handled through a seperate enquiry process for a seperate division.