MINI-CASE STUDY
Mini-study: Car search
Project details
Product: gowago.ch
Role: Head of Design
Date: Spring 2019
Platform: Responsive web
Tell me, do you know what your next car will be?
No? Well what cars have you been looking at?
(I've been fantasising about a VW camper van or Jaguar F-type for longer than is healthy)
Tell me, do you know what your next car will be?
No? Well what cars have you been looking at?
(I've been fantasising about a VW camper van or Jaguar F-type for longer than is healthy)
Insight
During research interviews it was found that most people already have a car brand or model in mind when they land on gowago.ch, but they don't think they do.
Hypothesis
Changing the first question visitors are asked from: "Do you know which car you want, or do you want help choosing one?" to "What cars have you already been looking at?" may increase the number of users who reach further in the conversion funnel.
Outcomes
Visitors find it much easier to provide which brands and models they're interested in, rather than deciding between 'Select a car' and 'Help me choose a car'.
- Bounces to the homepage vastly decreased.
- Visitors who made it to the search results greatly increased.
- Visitors made it further down the homepage > search > product page > checkout funnel at every stage.
Improved
Original
Project credits
Company: GOWAGO AG
Selected Works
Interactive Coffee TableNovel Technology
VR and AR Counter-IED ClassroomUX/UI Design
Evolving All-in-one by gowago.chUX/UI Design