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Quick summary
- Role: Lead Product Designer
- Level: Senior / Staff Product Designer
- Company: Cars.ng (Remote)
- Duration: 2023 – 2024
- Tools: Figma, Prototyping, Interaction Design, User Research
- Platform: Responsive Web Marketplace
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⬛ CONTEXT & CHALLENGE
Cars.ng is Nigeria’s leading online vehicle marketplace, connecting buyers, sellers, and dealerships. While the platform had strong traffic, users often struggled to find vehicles within their budget, compare options, and make confident purchase decisions.
When I began this project, I noticed several challenges:
- Filters and search tools were confusing and inconsistent, often returning results outside users’ intended budget.
- Buyers didn’t always know which vehicles fit their needs, especially if they were unfamiliar with pricing, mileage, or features.
- Vehicle comparisons were cumbersome or impossible, making decision-making stressful.
- Sellers, both private and dealership, had inefficient dashboards, which limited engagement with buyers.
This made me reflect: How can I guide users in making confident, informed decisions without overwhelming them? I also asked: How can we create features that reduce decision fatigue while supporting multiple user types and devices?
📍 How the product previously looked
⬛ DISCOVERY & RESEARCH
Before designing solutions, I focused on understanding both users and business needs:
- User interviews & surveys: Spoke with buyers and sellers to identify pain points, frustrations, and what they valued most in a vehicle marketplace.
- Analytics review: Tracked search patterns, filter usage, and conversion drop-offs to pinpoint where users struggled.
- Competitive benchmarking: Studied top international and local marketplaces to understand effective approaches to search, comparison, and guided discovery.
- Content and workflow audit: Examined all screens, flows, and seller tools to find inconsistencies and inefficiencies.