LesAnciennes.com

LesAnciennes.com (literally "the-old-ones.com") is a well-known online marketplace for vintage cars. As a classic car enthusiast and frequent user, I was curious to explore ways to improve user engagement on the platform.

Challenge :

How might we create a new feature to improve user retention and increase ad revenue?

Product Analysis

To get a clear picture of the platform, I mapped out the Information Architecture. This helped me understand how content was organized and where a new feature could be meaningfully integrated.

Gamify :

My idea was to introduce a gamified experience tailored to car lovers—many of whom regularly visit the site just to browse or discover new models. I proposed a series of small quizzes directly connected to real ads on the platform:

• Recognize the car model
• Identify the engine sound
• Spot the car detail
• Guess the motorization

The twist :

each quiz result would link to a real ad for a car matching the correct answer.

I began by sketching the user flow and interface on paper to test the idea before moving into wireframes.

First Testing

I conducted usability tests and feedback interviews with 5 participants. The game concept was well-received, but overall engagement was difficult to measure since most testers weren’t part of the core audience. Feedback focused mainly on UI clarity, which I used to iterate on the design.

Second Prototype :

In this second version, I refined the interface to feel more modern and visually engaging. I also improved the game experience, making it more interactive and better aligned with the platform’s content.

In Conclusion

I pitched the concept to the site owner, who was intrigued by the idea. However, after further research, the development costs were too high to justify investment at that stage. Instead, the team chose to implement an auction feature, which better matched their roadmap.