MINI Recommender Tool

The Challenge

After exploratory research including visits to dealerships to understand how people buy MINI's, we were tasked with user testing designs for an interactive tool to help shoppers find the right MINI on MINIUSA.com

The Research

We conducted mid-fidelity testing on paper prototypes to identify usability and design pitfalls before the tool was coded. Lower fidelity helped us rapidly find improvements before locking the design in to code.

The Impact

Several design recommendations were provided, including some related to iconography, interaction, content strategy (especially for ESL speakers), and information density.