Allow customers to save favourites and searches within the My Account dashboard so it can be accessed on multiple devices and in return improve conversion for Cazoo.
Saved favourites within My account
My role (solo designer): User research • Competitor analysis • Iterative UX design • Prototyping • Usability testing • UI design
Project overview
Solution
Designed and integrated a new and improved user sign-up flow for saving favourites and searches to access anytime within my account.
The Challenge
How do we allow our time-poor customers to have access to their car browsing history when searching for a used car?
The customer vehicle discovery period is between 4-7 weeks on average, with 80% of customers who buy a car from Cazoo having been observed on two or more devices. Of those who buy from us use 3/3.5 devices on average. Our customers are trying to juggle life and need an experience that makes the journey effortless no matter where they are in their buying process.
Hypothesis
We know that users who favourite a car or a search are slightly more likely to convert than those that don’t. By offering these users access to an integrated, personalised account area, our assumption is that more users will want to sign up and we’ll be giving customers an easier, more connected experience between browsing and purchasing.
The problem discovery
Identifying the workflow
The current favouriting user journey was cookie based solely dependent on the device and browser that the customer was using, saving it temporarily.
I started by first mapping the user flow for the current authentication method that used a verification link to sign in customers, which had its own limitations.
It was essential to map all the entry points for favourites on the website, which could trigger sign-up on favouriting a vehicle. This enabled me to identify any customer pain points, all UX scenarios and problem areas in the sign up process.
Data insights
In a 30 days browsing period, customers who have 'favourited' have been 3.7% more likely to convert than those who don't. This was a great opportunity to improve conversion by making the vehicles more accessible for customers, so they have better visibility on multiple devices. It was estimated that the gross profit per unit could uplift by at-least £16.
It was essential to understand the UX approach on favouriting products online. This article on medium explains Why “Favouriting” is an integral part of the ‘Browse and Shop’ Journey. Offering the ability to favourite products, gives users a reason to come back to your app/website with the intent to purchase.
The solution discovery
Customer problems
The existing sign in method of using a verification link causes friction in the favouriting journey due to multiple steps.
A customer could only have a CAZOO online account, if they bought a car with us, which is created at checkout.
My account dashboard doesn't surface the saved favourites and searches.
The current technical setup doesn't support a database for authentication and has cost implications.
Returning customers will be required to use a verification link to sign in, which can result in a drop in favouriting and conversion.
Market research and analysis
I wanted to also gauge how other e-commerce websites were using authentication for saving favourites. I looked at ASOS, Cinch, Air BNB, Squarespace, booking.com, trip advisor and Webflow. Most have a similar and a commonly used UX flow. Therefore, keeping Nielsen's ten heuristic principles, it's essential we provide a solution that is recognised by users to reduce the cognitive load and is simple.
The Solution
Explored below authentication methods with the core team to deliver a better user experience and understand technical limitations.
1. Verification code to reduce friction
2. Using social account login
3. Using customer phone number
By mapping out the UX flow for 1 & 2, I designed the journey using the appropriate UI components and put it through usability testing. Favourited vehicles at several touch points triggered the sign-in / register UX flow that opened in a modal, with the options of using a verification code or a social account for quicker access.
The favourites were saved in my account dashboard and customers could stay logged in for up to 30 days. For a faster access, on recognising that a customer doesn't have an existing account it would direct them to the register screen.
User testing
The usability testing run with the prototype helped to reduce any unexpected friction or pain points. Participants clearly understood that logging in will allow them to save their favourites potentially to access on another device. The user journey was as expected including the requested information. Therefore, the testing was hugely successful requiring very minor enhancements and validated my design and UX approach.
Success metrics
Estimated gross profit uplift
£16
Overall conversion uplift for first iteration in a 30 day period
3.63%
Kirti Devi Ram
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