Nexer Digital helps Autotrader improve accessibility

Macclesfield-based human-centred design agency Nexer Digital has completed a detailed, inclusive usability research project with Autotrader, aimed at improving the accessibility of the online car buying experience for users with a range of impairments and access needs.

The project focused on Autotrader’s Deal Builder service – a key part of its digital offering that allows buyers to complete as much of their purchase online as they choose. It involved real-world inclusive usability testing with 19 participants with visual, cognitive and fine motor impairments. Participants used their own devices and assistive technologies, such as screen readers and voice control software, to complete tasks across the website. 

The aim of the study was to understand whether users can complete key tasks without encountering any significant barriers. It examined how well participants were able to interpret information, how effectively the site functioned across a variety of assistive technologies, where usability gaps existed, and which areas presented the greatest challenges.

The study found that while Autotrader’s platform performed well overall, with participants praising the clean design, quality content, and ability to save and revisit the journey, there were some areas requiring improvement, particularly for screen reader users and those navigating complex or multi-step processes.

James Richardson, Technical Architect at Autotrader, said:

“This project has helped us better understand the real-world barriers that customers with different access needs may face when navigating our platform. While we’ve long focused on usability and accessibility, this was a step further, bringing in people with lived experience of disabilities to test the service in their own way, on their own devices. The insights we’ve gained have been invaluable and will inform not only this service, but how we approach inclusive design across our wider digital offerings.”

Nexer Digital led all aspects of the project, including participant recruitment, session facilitation with a mixture of in-person research at its lab in Macclesfield and remotely with users in their own environment, analysis of findings, and delivery of results.

By embedding inclusive design principles, the team aimed to create experiences that work well for people with a wide range of needs, abilities, and preferences, recognising that true usability goes beyond compliance to support confidence, comfort, and ease of use for everyone.

Chris Bush, Head of Design Group at Nexer Digital, said:

“Our work with Autotrader was about pushing past the checklist approach to accessibility and going beyond compliance. Real usability comes from understanding how people actually experience your product in their context. By observing users with diverse needs in real scenarios, we were able to uncover nuanced pain points, as well as highlight what’s working well. Autotrader’s openness to challenge its assumptions and invest in inclusive research is commendable. This kind of work has the power to shape not just a better service, but a more inclusive culture.”