Car Selling Experience
Quikr something
Setting the context
Around 2015 we started noticing an inflection point, traffic on mobile-web was increasing exponentially. Although we had a native app, the unique visitors on mobile-web were more than desktop and app.
We initially started redesigning our buyer experience as that have a larger audience and also critical to revenue. Then we decided to look at the seller experience, as we can create more inventory on our platform that would directly impact our buyer experience.
Our car listing experience on desktop had conversion of almost 43% but on mobile-web was about 3%-4%.
My Role
As the lead UX designer, I worked with the product and analytics team to identify the issues and gain insights. Also worked with customer support, business and engineering team to gauge expectations and also gather valuable inputs for research. We did this exercise iteratively measuring improvements each step of the way.
Discovery Phase
We started the project with stakeholder session to identify the requirements & expectation by different stakeholders. We wanted to identify known and unknown issues for which further research is required. We also have stakeholder interviews to get additional goals that should be addressed by the redesign.
Post this we evaluated the current UX and also looked at metrics (funnel, CTR) where users were dropping. We wanted to have some quick wins and also show stakeholders progression in correct direction. Also we wanted to identify
Outcome
Conversion rates on mobile increased from ~5% to 15% (unique visitors). Also, in our half-ad technique, we discovered that 30% of users will return and complete the listing
Other learnings
- We then followed this up with improvements in premium conversions of listings.
- We started with a survey to capture quantitative data, followed by a user interview for car sellers. After 10 days, we sent emailers to car sellers to evaluate their experience after listing.