"WE GET YOU BACK ON THE ROAD"

PRODUCT DESIGN

EXPEDIA
PARTS

DOW ACHIEVED
7%
Lower inventory volume
20%
Improvement in CX index

Overview

CartPartPlanet.com is a US based e-commerce platform operating under a hybrid B2B/B2C dropshipping model, tailored specifically for the automotive industry. The site offering includes high demand vehicle components such as engines, transmissions, and transfer cases.

Facing significant inefficiencies in its sales and order fulfillment process due to frequent customer mistakes, fraudulent transactions, and operational bottlenecks; the company opted to do a complete redesign on their business model under the name “Expedia Parts”.

As the product designer on this initiative, I was responsible for leading the user experience strategy, from early research and persona development through to interface design and cross-functional collaboration, ensuring that both technical buyers and casual consumers could confidently find and purchase the right part for their needs.
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Stakeholders

Car Part Planet faces significant inefficiencies in its sales and order fulfillment process due to frequent customer mistakes, fraudulent transactions, and operational bottlenecks. This led the company to make a complete redesign on their business model to a new one under the name “Expedia Parts”.

Key metrics on problematic

Date: 03/16/2024 to 03/22/2024. Total Sales: 124. Lowest sell: $1,799.00 Highest sell: $14,210.00. Lowest sales number to date: 90. Highest sales number to date: 744.
29%
Are online orders
71%
Are Assisted Sales
18%+
Orders are on hold
170+
Monthly sales
27%
Only by this website
Competition comparison show how the website is performing overall in the market
Metric
summitracing.com
speedwaymotors.com
autozone.com
oreillyauto.com
holly.com
carpartplanet.com
Visit duration
00:04:04
00:03:36
00:03:39
00:04:01
00:02:48
00:00:55
Pages per visit
4.05
3.82
3.66
3.59
3.56
1.77
Bounce rate
52.83%
49.35%
44.11%
43.91%
44.37%
65.31%
4x
Lower visit duration
53%
Lower user engagement
6/10u
Leave without interaction

Current problems

While poor UX revealed surface level problems as mentioned by client, CarPartPlanet.com faced a major loss of $100,000.00 dollars at some point due to the absence of a clear business and product strategy.
High Cancellation Rate
Due to a misunderstanding of vehicle part compatibility.
Support Overload
Ambiguous UX in the purchase funnel caused customer support to cancel and reprocess orders. Additional work to follow-ups.
Fraud
Fraudulent orders using fake delivery addresses occur 2–3 times a month, while UX confusion causes legitimate users to dispute charges as fraud.
Broken UX
Confusing UX, broken links, and outdated branding created a sense of mistrust, leading users to avoid the site and rely on customer support to place orders.

Main challenges

The data used to determine to detonate the project to become a reality considered a reports as in August where:
Business Constraints
-Low poly aesthetic for a 40+ male audience.
-Stand out while maintaining credibility.

-AOV over CVR.
-Reduce order errors and ease CS load.
-Product should be scalable
Design Limitations
-Balance low poly aesthetic with trustworthy.

-UI must highlight crucial decision making information.


-Experience should feel guided by UI, not overloaded.


-Consistent UX flows across all devices.
Technical Constraints
-UX must consider dynamic fitment data for all suppliers


-Ensure animations enhance experience without slowing it down.

-Product should handle increased traffic and future feature expansions.

Minimum Valuable Products

The data used to determine to detonate the project to become a reality considered a reports as in August where:
1st MVP
Landing page + Branding + Purchase funnel.
2nd MVP
Account management + Help center
3rd MVP
Loyalty program + Engagement features + SEO

Target Users

The data used to determine to detonate the project to become a reality considered a reports as in August where:
B2B Audience
Independent mechanics/ Repair Shops: Purchase parts frequently for a wide range of vehicles. Need high accuracy (fitment errors = lost time and labor). More familiar with technical details (e.g. drive type, trim, transmission codes).



Used parts dealers/ Resellers: May use our platform to restock or flip remanufactured items. Often know VIN, OEM, part numbers, or internal interchange codes.

Fleet managers/ Automotive Business: Buy in bulk for servicing a specific fleet. Need exact fitment for operational reliability.
B2B Audience
DIYers, hobbyists and casual car owners: More prone to input errors or skipping details. Less familiar with drivetrain types, trim or transmission codes. Need a simplified guidance heavy flow (e.g. visual model selection, FAQs, fitment help)

Purchase Funnel’s Features

The data used to determine to detonate the project to become a reality considered a reports as in August where:

Purchase Funnel Process Mapping

Mapping made to understand implications between stakeholders: design + developers + support areas.
Pre-purchase: Dynamic Component

Minimum Valuable Products

The data used to determine to detonate the project to become a reality considered a reports as in August where:

Stress escenarios

The data used to determine to detonate the project to become a reality considered a reports as in August where:
Small component     |    Max choices    |    Happy Path
Small component     |    Min choices    |    First choice
Small component     |    Second choice
Small component     |    Max choices    |    +Happy Path

Special cases

The data used to determine to detonate the project to become a reality considered a reports as in August where:
Special Case: VIN Number
Special Case: Upload file

Cart

Here is how the component behaves after requirements of the UX.
Not providing an input in the Dynamic Component
After selecting one option in the Dynamic Component

Product Track

How the product looked after launched
Launched
Q4 2025
Key takeaways
The market is the basic roadmap to understand a project's features and the already covered needs.

Iterating can be helped or be frustrated by the amount of possible researched scenarios.

Creating a strategy leads the projects and reduces time to go back and forth in the decision making process.

Final Mockup

Take a look on a quick version of the final mockup!
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