How might we transform our digital experience?

Challenges

Our team needed to reevaluate and reimagine the future of our funnel. And from existing research and customer feedback, we had a good idea of where to start:

1. Speed: Many first-time visitors wanted a quick cost estimate for a fast glass fix, but aren’t interested in scheduling an appointment.

2. Convenience: People find it hard to locate their VIN (vehicle identification number), and answer additional questions to ensure they get the right part.

3. Clarity: Some users are unsure about receiving the correct part. There are also concerns about additional costs that aren’t clear upfront.

Additional opportunities included mobile optimization, page load speed, and accessibility.

This was a big undertaking and couldn’t be achieved through design alone. We needed support from stakeholders but also support (and mutual excitement) from our development partners. A big piece of this puzzle wasn’t just a redesign, but a rebuild from the ground up with a new framework that could support faster, more iterative development cycles.

What impact does our prototype have on funnel performance?

Problem statement

Before spending too much time and energy on the redesign, we wanted to test quickly and early to make sure we were headed in the right direction. To understand this, we created a prototype of our redesign up to the Quote page, which accounts for roughly half of the funnel.

There was an opportunity to learn how our Quick Quote (Test variation) performed against our existing funnel (Control variation) to see if we were already making improvements or if we needed to go back to the drawing board.

Findings

• The test experience was completed 11 seconds faster than Control (~78s vs. ~88s)

• Majority (74%) rated the Test experience as the easiest to navigate

  Majority (68%) rated the Test experience as feeling the quickest

  Majority (72%) rated the Test experience as their favorite overall experience

Recommendations

• Finish designing the full funnel and create a more advanced prototype in preparation for more in-depth moderated usability testing.

What pain points or areas of friction require priority attention?

Problem statement

After designing each page of the funnel, we developed a Framer prototype that allowed users to interact with real buttons, inputs, and logic during testing. This prototype offered a more realistic experience compared to our previous Figma prototype, which relied on a simplified click-and-proceed interaction.

In order to obtain thorough insights into the completely redesigned funnel experience, we opted for moderated usability sessions. Our objective was to evaluate how customers perceived individual screens and the overall user journey.

There was an opportunity to pinpoint significant pain points and determine which areas required prioritized enhancements.

Findings

• Additional guidance could be provided to users

  • Example: What is the difference between a crack and chip? How can we help them make the right choice and increase their confidence?

  • Example: What is the difference between Mobile, In-shop, and Drop-off? How can we make sure they pick the best option for their schedule?

• Users still didn’t understand why their vehicle year, make, and model wasn’t enough information, even though the estimated range did encourage VIN entry

• Shop selection wasn’t immediately clear, and users struggled going back and forth between the calendar and location page when trying to find better availability at a different location

• The vehicle visual was an unexpected delight, however, some users mentioned the incorrect color of their vehicle caused confusion

• Users showed indifference to the confetti animation shown when a finalized quote was at the lower end of their estimated range

Recommendations

• Add supporting copy to important decision points to help guide and inform

• Include explanations for the “why” when asking users to perform an inconvenient task (VIN collection)

• Remove unnecessary or extravagant visuals and keep it simple

• Simplify the scheduling experience through improved shop location selection and calendar navigation

How can we reduce complexity in the scheduling experience?

Problem statement

After conducting moderated usability sessions, our team identified several areas that needed improvement. Among these, the most substantial area of concern centered around the Service Location and Schedule page.

This sequence not only proved to be the most complicated for our users, involving tasks like selecting a convenient day, finding available times, and navigating between shops with varying schedules, but it also presented considerable challenges for our development team.

The need to fetch data from our database to display relevant shop options and times quickly added its own set of complexities. As such, this demanded close teamwork and multiple rounds of iterative design and testing.

Findings

• The final experience performed significantly stronger than the Control(s):

  • Completed 21 seconds faster

  • 13% reduction in misclicks

  • 26% increase in reported ease

  • No complaints about calendar confusion

• What drove the above results:

  • The rolling calendar efficiently saves space by displaying the current week on the first line. However, in earlier versions, users often missed the month change until we fully separated it in future iterations.

  • In earlier versions, users eventually managed to change their shop location, however, we made a significant improvement by automatically displaying the top 2-3 closest locations directly on the page, removing the need for an additional click.

  • We improved the descriptions below each service location option to provide greater clarity on the differences between the choices. As a result, users were able to understand and more confidently select the option that best suited their needs.

Recommendations

• Following MVP rollout, update the "Change shop" link on the Schedule page to display available shops in a drawer on that same page, instead of linking back to the previous page

• Following MVP rollout, update the shop locations to include “Appts available” and “Appts low” tags to help set expectations on the number of appointments that will be available on the next screen