A model page
How do we increase the percentage of users to interact? What have we learned, and how can we apply that to a transactional design mindset? And once that decision is made, how do we nurture them through the journey?
Looking through search-based analytics, I saw three main patterns that focused on one type of journey. People needed help finding the information they needed to make a decision. People required clarification on the buying process, and to be more specific, is the vehicle that I am looking at available for a purchase or lease? I saw an opportunity to dig deeper into these topics.
Context
The data pointed to an undefined or unframed problem.
To me, the analytics showed a theme of indecisive customers. But who were the customers, and why were they so hesitant? After all, here we are in 2022, where there is a market shortage of vehicles, and at Volkswagen, we are selling 95% of our inventory. The need and want are there, but why so many abandoned journeys?
But why? Tell me more.
Results
The results were very similar for the group, especially from the purchase and research point of view. I am paraphrasing here, but the potential buyers all wanted to control their buying journey. These survey results resonated with me and are one reason I wanted to enter the automotive industry to help push this journey-owned mission. So I did have a preconceived bias moving into this project but now my intuition is backed by some preliminary data through analytics and a survey.
The data pointed to an undefined or unframed problem. I created a qualitative survey of buyers in the market, not specific to Volkswagen but to folks that want a new vehicle. Using usertesting.com, I created a particular grouping of participants and asked five questions.
Survey
Are you in the market to buy a vehicle?
Which vehicle would you like to buy?
Do you do any research online?
How would you want to purchase a new vehicle?
How would you want to acquire (receive or pick up) your purchased vehicle in an ideal world?
Note: I also completed competitive research and stakeholder interviews.
Alignment
Using the data from the search results and some competitive analysis, I wanted to provide a better experience for the buying journey. I looked at the keywords searched to identify what was queried. How could we use this information to educate the customer or allow them to evaluate the product correctly? Sure, the end goal would be to convert them to a customer but giving the customer the ability to understand the vehicle specifications and do their comparison would be a success. We would put the customer in the driver's seat for a purchase decision. I needed alignment on the main buckets of content that we could present to the customer for a specific model of a vehicle.
The goal of alignment is to create a sense of unity with structure and connecting elements. Making the reading and user experience better.
The journey through hierarchy and content
Let’s go!
We identified opportunities for improving content and reorganizing the structure of that content. What is essential content, and to which bucket does the content belong? On top of that, can we have content specifically for the vehicle the customer is looking at? Not a flashy model page but a sexy VIN-assigned vehicle. This is the vehicle I am buying, and it is on this lot. It is available. It is being driven on a test drive. Show me those details, so the customer understands what they are looking at.
Navigate
Exploration
Evaluation
Conversion
Onboarding
Retention
Advocacy
But wait, this is a big deal!
Weighing the lift - Is the juice worth the squeeze?
Identify the content was only part of the equation. We needed to understand the customer value, urgency and level of effort for this new model specific page. We workshopped using a priority matrix to help ourselves align and understand the value.
We need more buy in.
Let’s create a concept to present to the partnering dealerships.
I wanted to ensure that if a customer wanted more information, it was there, allowing them to Explore, evaluate, and potentially Convert to an owner. So for the model specific page, I presented a composite that focused on some high-level concepts to start conversations with the dealerships in order to build trust and have them be a part of the process.
