The design process
Research
To gain a better understanding of the users' needs and problems and better understand the low conversion rate, we performed user research and analysis.
User interview
Interviews with users helped us to identify our value proposition. The main things we learned were
There is friction at key points in the journey, e.g. choosing an engine
Users are concerned about trust, confidentiality and security
Users are worried that they are not getting a good price for their car
Product analytics
First, we looked at conversion throughout the flow to identify the key points in the user journey that caused the high drop-off.
Usability testing
We now knew where users were dropping off but we conducted usability testing to better understand why they were doing so. By observing and questioning users, we discovered that they found the flow confusing and the process of selling a car too complicated.
User journey
The image below shows the key screens in the flow and the main pain points that were revealed in user testing.
Exploration
Now that we had a list of problems to solve, we prioritised them by reach and impact. For each problem, I explored how we might overcome that problem and create a better experience for the user.
I obtained feedback on my design solutions from users, the design team, and the unmoderated usability tests to build confidence in the design solutions.
Testing
We were trying to increase conversion quickly, so we had a strong bias towards launching small, incremental enhancements. By utilising multivariate testing, we were able to quickly make an impact and learn. I designed experiments and tests.
The illustration below shows one of the multivariate tests we ran:
Solution
Streamlined process for entering car details
To improve the user experience, we streamlined the process for entering car details. During our research, we found that users were frustrated by the long and tedious process, so we addressed key friction points. Selling your car on Carwow is now easier, faster and more convenient.
Trust and confidence are built throughout the flow
We understand that trust and confidence are crucial when selling a car, which is why we made sure to address the user concerns that were identified during our research.
To establish trust, we added new components such as social proof, comparison tables and information tooltips throughout the flow. These updates helped our users to feel confident about their decisions to sell their cars on Carwow.
Impact
By iterating the product based on insight, we were able to improve the user experience, increase conversion and enhance the overall usability of the process.
Conversion rose from 10% to 18.2%, an increase of 82% in just one quarter, leading to thousands of additional car sales.
Reflections
Measuring success – Taking a balanced view of success rather than focusing only on driving conversion will lead to a better product. We should consider employing other user experience metrics such as customer satisfaction.
Local Maxima – There is a limit to what can be achieved through incremental improvements. At some point, more radical change or re-design may be required to reach new heights.
Delight – Consider taking the design from purely functional to an experience of delight (e.g. by adding sound effects, micro-interactions and illustrations and improving the branding).
© Hector Wearden 2023. All rights reserved.