Reducing part returns through a redesign of Online Automotive website
Overview
Online Automotive is a UK car parts and accessories retailer offering a wide range of products. Their online compatibility checker helps customers find the right parts using their vehicle’s registration number.
The problem
A high volume of returns was driven by customers ordering incompatible car parts. For users without technical knowledge, understanding vehicle fitment and specifications created unnecessary friction in the buying journey.
The process
Analysing major UK car parts competitors to understand how they handle fitment, navigation and e-commerce best practices. Starting with low-fidelity wireframes, I reworked the site’s structure and user journeys before moving into high-fidelity designs. Alongside a visual refresh, I improved content organisation and introduced UX enhancements to reduce friction during the shopping experience.
Outcome
Reduced customer confusion by making vehicle fitment clearer and easier to understand.
Improved purchase confidence through a more structured, user-friendly buying journey.
Helped lower the risk of incorrect part orders and unnecessary returns.
Delivered a cleaner, more modern interface aligned with e-commerce best practices.
