Cazoo favourites in My account

Enable customers to save favourites and searches within the My Account dashboard, accessible across devices, to improve conversion

Saved favourites within My account

My role (solo designer): User research • Competitor analysis • Iterative UX design • Prototyping • Usability testing • UI design

Project overview

Solution (What)

Designed and integrated a new and improved user sign-up flow for saving favourites and searches to access anytime within my account

The Problem (Why)

Hypothesis

Make it easier and faster for our customers to access their car browsing history when searching for a used car, saving them time

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.

Users who favourite a car or search are more likely to convert than those who don’t. By providing access to an integrated, personalised account area, we anticipate more users will sign up, offering a smoother, more connected experience between browsing and purchasing.

The discovery (How)

User flow mapping

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.

This was a great opportunity to boost conversion by making vehicles more accessible across multiple devices, with an estimated gross profit uplift of at least £16 per unit.

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.

Understanding the UX of favouriting products online was key. As highlighted in this Medium article, favouriting is an integral part of the ‘Browse and Shop’ journey. Allowing users to save favourites encourages return visits with a clear intent to purchase.

Key problems

Market research and analysis

The existing sign-in method using a verification link creates friction in the favouriting journey due to multiple steps.

Customers can only have a Cazoo online account if they purchase a car.

The My Account dashboard didn't display saved favourites or searches.

The existing technical setup lacks a database to support authentication, creating cost implications.

Returning customers must use a verification link to sign in, which may reduce favouriting activity and overall conversion.

I researched how other e-commerce sites handle authentication for saving favourites, reviewing ASOS, Cinch, Airbnb, Squarespace, Booking.com, TripAdvisor, and Webflow. Most follow a similar, widely recognized UX flow. Applying Nielsen’s ten heuristic principles, it’s crucial to provide a simple, familiar solution that reduces cognitive load for users.

Design approach

We explored the following authentication methods with the core team to improve user experience and understand technical limitations:

1. Verification code to reduce friction

2. Using social account login

3. Using customer phone number

View prototype

I mapped the UX flows for options 1 and 2 and designed the journey with the appropriate UI components, then tested it through usability sessions.

Favourited vehicles at multiple touch points triggered a sign-in/register modal, offering verification code or social account login for quicker access.

Favourites were saved in the My Account dashboard, and customers could stay logged in for up to 30 days. New users without an account were directed straight to the registration screen for faster access.

User testing

Usability testing of the prototype helped identify and eliminate friction points. Participants clearly understood that logging in would allow them to save favourites and access them across devices. The journey met expectations and captured the necessary information, requiring only minor enhancements. Overall, the testing successfully validated my design and UX approach.