INTERNSHIP
CARMAX
ROLE: PRODUCT DESIGNER
CARMAX U.S. LARGEST USED CAR RETAILER.
PRODUCT DESIGN INTERN |
JUNE 2017 - AUGUST 2017
During the summer I worked on an interdisciplinary team with two developers. We were tasked with creating a way for CarMax Associates to determine their discount on vehicles. We operated as a true core team from discovery to delivery of our product shipment. Due to the sensitive nature of the product I am unable to show finalized product. Below you can view our process.
JUNIOR PRODUCT DESIGNER | SEPT 2017 - PRESENT
Once I completed my internship with CarMax, I extended took on the position of Junior Product Designer. I work with various product teams. Contact me to chat about my current experience at CarMax bagby.jess[at]gmail.com (804)484-0079.
FALL IN LOVE WITH THE PROBLEM NOT THE SOLUTION.
Create an internal platform for which associates can determine their employee discount.
PRODUCT DESIGNERS
CARMAX UX
I was fortunate enough to not only work on a collaborative internship team but be surrounded by thoughtful product designers at CarMax.
WHY MY INTERNSHIP WORKED.
JESSICA + CARMAX = PERSONAL GROWTH
My experience at CarMax has not only increased my knowledge and experience about product design but also about myself. It has allowed me to gain hands on experience I would have never received otherwise. I was and am immersed in the full product organization experience, over the summer my team and I had daily stand ups, attended town halls, presented at open house. CarMax is an organization dedicated to learning which makes them constantly trying out new methodologies, software and ways to connect with the user. Which allowed me the opportunity to try out new methodologies and software as well.
MY DESIGN PROCESS
A design process is not like baking a cake there is no one recipe, it is every changing and fluid. My design process and deliverables adapts based on the context, problem, goals and scope. Design processes never are as neat and tidy less linear and more cyclical. However, I use decide the problem, discover the pain points, define the objectives and design the solution as my overarching guideline. View detailed process and documentation below
decide the problem
GOAL
Briefed by our Product Managers we were given the stakeholder expectations as well as our limitations and constraints.We were led by Chip Trout, UX Discipline lead on our first Google Sprint. This aided our team in becoming acclimated with one another and familiar with our problem space. 
KEY INSIGHTS
  • Determining the price was not the major issue, understanding and finding the associate discount policy was the largest pain point.
  • Associates would give up trying to receive their discount price and purchase a vehicle from another retailer.
PROCESS
WHAT ARE THE USERS PERCEIVED PROBLEMS?
SURVEY
I created a general survey to gather statistically significant data to better understand Associates perception of the policy. Utilized the results to guide our team to determine the problem we truly needed to solve for.
discover the pain points
GOALS
Once my team and I understood the current situation of the pink tax and our chosen problem space. We then needed to have a better understanding of who we were designing for; what their needs, expectations, and pain points were.
KEY INSIGHTS
  • For parents eye exams are expensive, one of the largest cost non monetary time 
  • Decrease in school funding has led to a decrease in eye screening
  • LensCrafters current user experience for families does not align with the needs of parents & children; convenience, location & time
  • LensCrafters offers a lot of beneficial information for kids eye health yet it is buried, lack of navigation
PROCESS
WHAT IS THE CURRENT JOURNEY?
USER FLOW
We created a user journey based off of our assumptions and user interviews. Completing this activity we realized the various methods in which Associates use to determine their price, many of which are ineffective and even lead to dead ends. We uncovered many pain points.
HOW DO ASSOCIATES WANT TO SHOP?
USER JOURNEY MAPPING
While interviewing associates we documented their responses using Delta Next boards to aid in organizing notes. Following each session we each shared our insights or questions to create discussion and shared understanding.
WHO ARE THE USERS?
PROTO PERSONA
We developed Jenny, our design target. A new employee who is proactively looking for a new vehicle as her current is close to reaching 100,000 miles. She is very unfamiliar with the policy and relies on other associates to help her navigate the policy and CarMax associate discount.
WHAT FEATURES & INFORMATION DO ASSOCIATES NEED & WANT?
CARD SORTING
In attempts to understand what information was most and least important for associates to know I used statements from the policy and had associates organize accordingly. This gave me a overview of which parts of the policy were not explicit and created the most tension.
define  the objectives
GOALS
Ensure that we thoroughly understand who are design target is, their needs, pain points & expectations balanced with those of our stakeholders.
KEY INSIGHTS
  • Strategically designing within the limits of time, scope and resources while accommodating needs for business and design target ensure the impact and effort have a pay off
  • Associates needs are understanding how the policy works just as much as the car discount price. One without the other is not a delightful experience.
PROCESS
WHAT CAN WE CREATE?
SYSTEMS AND FUNCTIONAL LIMITATIONS
Due to various constraints our team needed to understand what we could and could't create within our time there. Thus creating an effort and impact chart to best prioritize our time and effect of our platform.
WHAT ARE THE STAKEHOLDERS GOALS?
CARMAX BUSINESS OBJECTIVES
We had check ins with our Product Manager and Stakeholders to ensure that we were not only creating an effective product for Associates but also meeting out business goals. Learning to balance business goals and advocate for the user is a very delicate balance.
design  the solution
GOALS
Designing with our target rather than for our target enabled us to quickly design, prototype, receive feedback and iterate on our design. We needed to be as mindful as possible of time management and meeting our bi weekly sprints that it was a necessity to be in a constant feedback loop.
PROCESS
CAN ASSOCIATES NAVIGATE THE SITE?
USER TESTING
Our team worked collaboratively to concept and deliver an extensive and well rounded campaign with various touch points. Starting with print ads and social posts which are reinforced by the experiential all of which leads to the website. The website provides the mobile tool, fairprice credit card and list of pink tax free stores.
WHICH DESIGN TO ASSOCIATES LIKE BEST?
DOT VOTING
To gather many associate's feedback quickly I designed a quick dot voting exercise which was placed at each of the kitchenettes. Associates were asked to choose their favorite design and layout, using the dot and post it notes.
WHAT IS THE TONE & VOICE?
COLLABORATE WITH OTHER DEPARTMENTS
After completing my user research I developed an information architecture of must haves for the platform to be useful for our design target. As a team we met with a copywriter to ensure we were evoking the correct tone and voice for the site and being as clear as possible. Especially with a dense document such as a policy. The communication of our platform was at the top of our list especially being that many associates are confused by the policy.
INTERNSHIP CREW
DEVELOPER | PATRICK SANDERS
DEVELOPER | BRANDON WATTS
PRODUCT DESIGNER | ME
TOOLS
SKETCH | SURVEY MONKEY | OPTIMAL WORKSHOP | USER TESTING | POST ITS| SHARPIE | DESIGN THINKING | LEAN KIT |