AutoNation Web Site

The project scope included:
1. Primary research (video ethnography and exit interviews) and assessment
2. Strategy formulation for positioning, branding and application
3. Interaction design, interface design and key Java-based technology design
4. Implementation of web site

Mr. Wier's specific responsibilities included: 1. Application strategy formulation
2. Engagement and project management for design and implementation phases for a team of 25
3. Application design including information architecture

The AutoNation web site was the application of cutting edge consumer shopping behavior for vehicles and positioning strategy.

AutoNation is the leading retailer of pre-owned vehicles, with locations across the country. RPA used video based ethnographic research to study customer shopping behavior at the AutoNation stores. The findings of this research was used to form the basis of the customer shopping process applied to the web site.

In addition, the web site extended the shopping process into the owning process. Thus the full cycle of vehicle buying and ownership became the core strategy for the web site.

Alan Wier was involved with all aspects of the web site development. Including proposals and on-going presentations, working with various client groups to devise strategy for customer experience and logic flow; gathering content client MarCom and ad agencies, working with internal RPA teams to develop strategy, look and feel, and other functionality; and managing the project in later stages of development.

RPA provided a number of 'firsts' especially regarding the tool functionality associated with the full cycle of vehicle buying and ownership.