Force Motors is a fully vertically integrated automobile company, with expertise in the design, development, and manufacture of the full spectrum of automotive components, aggregates, and vehicles. Our challenge was to develop a clear UX strategy for Urbania that provides their target users with desired vehicles and to implement these solutions into a website experience.
We conducted an online survey that provided us with useful quantitative and qualitative information about why people bought new cars, what matters to them when making decisions, how they engaged when doing research on new cars. Following the creation of an affinity map,we were able to synthesize this data and discover common trends that provided us with insights and opportunity areas. We also undertook an analysis of direct competitors to get an understanding of the overall experience.
As we redesigning the new website, we had to be very careful to put people-first in design. Several users' testing of the paper prototypes allowed us to identify emerging pain points before they required re-evaluation. On these, we made changes and kept testing using paper prototypes.This process was repeated a number of times to ensure any issues that arose were addressed and iterated on the paper prototype before we began building the digital prototype.
Black is the strongest of all colors, which is why it's almost always used for the font color of text. As a primary color, white gives off an air of cleanliness, purity, and virtue. Based on this, color palette shown below is used for Urbania.
Acherus Grotesque &
Acherus Grotesque - Bold 36pt
Acherus Grotesque - Bold 24pt
Open Sans - Regular 16pt
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