DESIGN CASE STUDY 2022

Carwow – Increasing conversion by 82% using data & insight

DESIGN CASE STUDY 2022

Carwow – Increasing conversion by 82% using data & insight

DESIGN CASE STUDY 2022

Carwow – Increasing conversion by 82% using data & insight

Challenge

Carwow is a car marketplace with 12 million monthly users. Carwow launched a new product that allowed customers to sell their cars quickly and conveniently.

But the process had low conversion levels; only 10% of users reached the valuation step.

Role

I led product design in the sell your car team and was responsible for improving the user experience, increasing conversion, and enhancing the overall usability of the car-selling flow.

Challenge

Carwow is a car marketplace with 12 million monthly users. Carwow launched a new product that allowed customers to sell their cars quickly and conveniently.

But the process had low conversion levels; only 10% of users reached the valuation step.

Role

I led product design in the sell your car team and was responsible for improving the user experience, increasing conversion, and enhancing the overall usability of the car-selling flow.

Challenge

Carwow is a car marketplace with 12 million monthly users. Carwow launched a new product that allowed customers to sell their cars quickly and conveniently.

But the process had low conversion levels; only 10% of users reached the valuation step.

Role

I led product design in the sell your car team and was responsible for improving the user experience, increasing conversion, and enhancing the overall usability of the car-selling flow.

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

  1. There is friction at key points in the journey, e.g. choosing an engine

  2. Users are concerned about trust, confidentiality and security

  3. 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

Enhanced visual design, branding, and content
A new landing page establishes an emotional connection with users while reflecting our new value propositions of trust, value and convenience.

The new flow is the perfect solution for car sellers who simply wants to avoid the hassle and stress of selling their car.

  1. Embedded brand into flow

  2. Streamlined entering car details process that is designed to be fast, convenient, and hassle-free.

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.