Buick Waiting-in-the-Lounge
Role
UI Designer
Timeline
13 Weeks
Tools
Figma
Overview
The purpose of this project was to develop an engaging online waiting lounge for Buick, where users could comfortably wait before being redirected to their virtual car tour. The virtual car tours offer customers the convenience of exploring vehicles from their own homes and engaging in live-time conversations with real dealers to address their queries. Additionally, users have the option to schedule tour appointments for as many vehicles as they wish, as well as change their selection up until their turn of the tour.
This immersive lounge experience can be accessed on the Buick USA website, providing users with an enhanced car-buying journey.
I was the main UI designer on this project, working in direct collaboration with the creative director, UX director, and under the established brand direction provided by the senior designer whilst at Dentsu Creative.
Style Guide
I developed the UI of the lounge experience by drawing from the existing Buick Style Guide, incorporating the design language and styling derived from their recent website and asset library update.
Design Exploration
During the design exploration phase,I experimented with various layouts for the "A Spot" section to accommodate the client's uncertainty regarding the presentation of vehicle imagery.
As GMC was the only other brand within the client's portfolio that had an established lounge experience and UI, Buick aimed to align with that style. However, it was crucial to ensure that the UI resonated with the unique brand voice and client requirements of Buick, GMC converted their vehicle imagery into floating vehicle jellies and that approach wouldn’t translate well for Buick. Consequently, I conducted multiple iterations exploring different image and text placements. Ultimately, the client opted for a final version that omitted the image entirely, opting for a more subtle incorporation of the brand through logo usage and color selection.
Wireframes
During the initial phase, the user is directed to the waiting lounge where they are presented with the opportunity to choose a vehicle for their virtual tour, while also being assigned a specialist. After the selection of a vehicle, the screen is promptly updated to reflect the chosen option.
In stage 2, the lounge is presented with a time frame of 3-5 minutes remaining until the tour starts. Users can still select their preferred vehicle during this period.
Based on the wait time, users may bypass the 3-5 minute wait stage and proceed directly to the 1-3 minute wait stage. In this stage, users are informed of their upcoming turn for the tour and can still modify their selection. Alternatively, users who have made a reservation or transfer request will be directed to this screen following their initial waiting period.
Selecting the vehicle CTA, a modal will appear at the center of the screen, presenting the user with a range of Buick vehicle options. The current iteration of the modal includes a selection of 5 vehicles for users to choose from. Additionally, an alternate version of the modal has been designed to accommodate future updates to the lounge, offering a larger assortment of vehicles beyond the initial options.
In the last stage of the lounge, users are presented with a countdown indicating the start of their virtual tour. During this stage, users are unable to make any further modifications to their selection.
Learnings
Time is money!
Through my transition from a previous corporate role to an agency environment, I have gained a profound appreciation for the significance of time management.
In the agency setting, project deadlines demand swift action, and unexpected client requests or challenges can arise at any moment. Thus, the ability to promptly adapt to changes and deliver work in a timely manner while accommodating client feedback is essential. This fast-paced nature, coupled with numerous meetings, has taught me the importance of prioritizing tasks effectively, ensuring that minor details do not hinder progress.
Additionally, I was able to work on honing my skill of rapid ideation, providing the internal creative team and clients with tangible visual references as we established the foundation for each project.