Gazelle.com

The goal of this project was to reduce the confusion, anxiety, and cognitive load users experienced during the used MacBook trade-in application process, and to create an experience where users could complete the procedure with confidence and peace of mind.

In the previous flow, unclear choices and difficulty understanding one’s own selections were major causes of user drop-off. Therefore, the central HCD goal was to ensure that users could always understand:

• what they were selecting, where they currently were in the process,
• and what they needed to do next.

In addition, we designed the information architecture and UI so that anyone — regardless of technical knowledge or prior selling experience — could use the system intuitively. We prioritized usability that relied on visual recognition rather than memory, allowing users to make decisions through clear visibility instead of recall.

Ultimately, the objective was to improve both user satisfaction and trade-in completion rates by reducing task completion time and minimizing user abandonment throughout the process.