Objectives
Identify Usability Issues
Assess Accessibility
Elevate User Experience.
Project Details
Coursework
Aug - Dec 2023
Desktop designs
Tools
Figma
Google docs
Zoom
Systematic assessment of the Tesla website against established usability principles, identifying strengths and weaknesses.
User Interview questionnaire to understand which the Tesla website accommodates and engages a diverse audience, considering varying preferences and demographics.
3 detailed representations of target users and their narratives (namely buyer, owner and car enthusiast), aiding in designing and evaluating features based on realistic user scenarios.
Methodical evaluation process involving real users interacting with the Tesla website to assess its effectiveness, efficiency, and satisfaction.
No usability issues present
0
Cosmetic issue, issues do not affect usability but must be fixed
1
Minor issue, users can easily find a workaround but issue should be fixed when possible
2
major issue, users find workaround with some difficulty so issue should be fixed as soon as possible
3
Catastrophic issue, users can’t find a workaround so issue should be fixed immediately
4
The website features a sleek, minimalistic black-and-white design with modern typography, enhanced by high-quality images, videos, and animations.
Minor Issue - The landing pages of cars or the company can improve the UI in terms of balance and white space utilization.
No usability issues present
0
Major Issue
3
The Tesla website lacks clarity which gives a substandard experience.
Status of availability is not mentioned anywhere , only a singular option of a car with similar specs is suggested.
The website does not have transparent pricing for the cars, the actual price of the car is hidden with gas savings throughout the website.
Recognition is one of the weakest assets of the website.
1. There is no browsed items history or recommendations page when the user goes to check the availability of a car.
2. While trying to find a car with specifications to their liking they must first recall what specs initially picked out at the ordering window or signup to save the design.
Catastrophic issue
0
2
4
How well does it do in terms of accessibility ?
During the accessibility audit conducted for the Tesla website, it was identified that there were several issues with compliance according to the WCAG standards. Notable issues included the lack of essential features such as a search button, back button, scrollbar, and a consistent chatbot across pages, identified during usability testing. While the audit found that the website met the criteria for WCAG level A, it did not meet the higher standards of AA and AAA compliance.
Overall, the compliance level for the website was determined to be at level A, with room for improvement in meeting AA and AAA accessibility standards.
WCAG 2.0 conformance levels
WCAG 2.0 guidelines are categorized into three levels of conformance in order to meet the needs of different groups and different situations:
A (lowest)
AA ( mid- range)
AAA (highest)
User Research
I conducted this user research survey with the primary objective of gaining a comprehensive understanding of the user base for Tesla.
The rationale behind this research was multifaceted:
1. User Profiling: By gathering demographic information and usage patterns, I aimed to profile the diverse user base of these Adobe products.
2. Identifying Pain Points: Understanding users' likes and dislikes, challenges, and pain points with Tesla's website is crucial.
3. Uncovering Needs: Through the survey responses, I sought to uncover the specific needs, preferences, and expectations of Adobe software users.
In summary, the user research survey was conducted to profile users, identify pain points and needs, and pave the way for creating user personas.
Some interesting insights -
Purchasing Preferance
The respondents' strong preference for showrooms (81%) over websites.
Purchasing Parameters
The study respondents' top three considerations for acquiring a vehicle were price, mileage, and reliability, indicating a consistent set of preferences among automobile purchasers.
Experience with Tesla
The large range of satisfaction ratings from 2 to 10 indicates a wide range of user experiences and opinions regarding the website.
EV Interest
The majority of respondents/ tesla's customers expressed a strong interest in EVs.
User Stories
Buyer (Ravi)
As a new car buyer, I want to explore and compare different Tesla models so that I can make an informed decision that fits my budget and needs.
Owner (Emily)
As a Tesla owner, I want detailed information about my vehicle's specifications and features so that I can better understand its capabilities.
Enthusiast (Aditya)
As a prospective Tesla buyer, I want to customize my dream Tesla with various features so that I can enjoy the car enthusiast experience and I want to know the availability and delivery times for Tesla models.
Testing Insights
+
Test Participants
%+
Task Success Rate
+
Areas Tested
+
Usability Issues
59.0 % Minor Issues
30.3 % Major Issues
20.7 % Blocker Issue
Testing Comments
" 100% of participants felt that navigation
had massive room for improvement "
MODEL S
Build your own Model S
Home > Vehicles > Model
Recently viewed
Extertior
Color
Color
Tyres
Interior
LOGO
Features
Save for later
Configuration Code: ###
Base Price
Options
Options
Purchase Price :
Subtotal may differ after addition
of specific features
Subtotal may differ after addition
of specific features
Options
Options
Options
Options
Check order and delivery
Vehicles Explore Energy Charging Discover Shop
Estimated Price + Delivery
HELP ME CHOOSE
AVAILABLE NOW
CAR LINEUP IMAGES
BUILD YOUR OWN
COMPARE
MODEL S
Vehicles Explore Energy Charging Discover Shop
Other Models:
TRADE IN
DEMO DRIVE
FLEET
USED CARS
Vehicles Explore Energy Charging Discover Shop
HELP ME CHOOSE
AVAILABLE NOW
CAR LINEUP IMAGES
BUILD YOUR OWN
COMPARE
MODEL S
Other Models:
Vehicles Explore Energy Charging Discover Shop
CAR
CAR
CAR
CAR
Improved navigation labels and breadcrumb navigation
Dedicated pages for car listing
Additional navigation with saved items, profile and search
Save for later, recently viewed, share functionality added
All cars listed in the navigation
Car Dashboard
Order Page
My Learning
This comprehensive study of the Tesla website involved heuristic evaluations, unveiling UX issues seamlessly addressed by outstanding UI design. The accessibility audit underscored the importance of adhering to WCAG guidelines. User research provided diverse perspectives, influencing user stories that delved into various scenarios. In-person usability testing revealed real-time user struggles, culminating in refreshing prototype redesigns. In essence, the challenge was improving something already excellent—how to enhance greatness.