B2C Saas

Conversion

Automotive Sector

Redesigning Vehicle Configurator Flow

Role

Senior Product Designer

Team

PM · FE · BE · QA

Content

Product Psicology · A/B testing · UI/UX

Time

2023

INTRO

Vehicle Configurator Flow

WSK Product Team is accountable for the Vehicle Configurator Feature. I led the redesign of this high-traffic flow to improve vehicle selection and increase lead conversion.

CHALLENGES

Understanding the problems

💡

With a CR of 0.5% the vehicle configurator was below industry expectations. This low performance started to impact the NPS score.

STRATEGY

Data Analisys, Benchmarks and Audit

The analisis rapidly confirm the inicial numbers: Out of ~50,000 mobile sessions, only ~10% resulted in a lead.

  • End-user abandonment rate: 50%.

  • Conversion rate: ~0.5%, whereas the market average is ~1.4%.

  • NPS score of 5 from dealership customers: They didn't feel confortable with the UI used for the configurator.

I quick audited the current flow and indeed I discovered few points of friction for the user:

  • Navigational elements lacked visual emphasis.

  • Versions table didn't look as a selectable item.

Then, I decided to benchmark some competitors to search for industry trends, I observed that:

  • Step-by-step navigation.

  • Color configuration options.

  • Clearly structured options with pricing.

  • Prominent display of the total price.

Also, we had a long list of feedbacks from the Customers that needed to be take in consideration for this first redesign or next iterations.

At the end, we decided to propose an integral redesign and elevate our configurator to lead the market.

DESING

Designing, Prototyping & Validating

I started wire-framing the flow to be able to disipate doubts with engineers while the final design was in progress.

The key pillars for the redesign were:

  • Step-by-step navigation with a clear section definition.

  • Ensuring better visibility for legal and technical information.

  • Introduced mobile practices for CTAs and collapsable elements.

We had to lead with some constrains, for instance, the data provided didn't support equipments or 360 images.

The UI: Before and After

Validating Usability with Maze

I did a few round of usability testing using Maze with the goal of Making the configurator easy to use. I used this technique to expose my design as soon as posible to real end users and reduce the number of usability misunderstandings.
After getting to an acceptable number, ~90% of users completed the task of configured the vehicle and ease of use scored 4 out of 5, the design was ready to be develop.-

IMPACT

Seeing the results

This new feature was tested in a couple customers in Pilot under feature flag during two months.

The results were positive in general:

->
->

During the next quarter the feature was slowly released to the total amount of customers.

LESSONS

What I learned?

-> Expose my design as soon as is posible to get feedback and iterate on it.

Cases

About Me

Contact

Linkedin