Principal Product Design

Jake Mitchell is the principal product designer for CarMax. He came into our class to talk about the process of creating an advertisement. The job of a principal product designer is to take control of the pre-construction phase of any project. It was very interesting to see how to create an ad step by step. Something that stood out to me during Jakes presentation was their process of creating user personas. They took into consideration every thought that goes into a customers head when thinking about buying a new car. From their car breaking down to them crying to them deciding which car works best for them. Additionally Jake showed us a UX project that CarMax did that was very successful. This UX project involved showing a 360 view of the inside of the car. This is a very smart idea because it lets customers see more of the car while looking online.