Retail, E-commerce, Automotive
May 2020
Customers were abandoning the process of saving cars due to the requirement for account sign-ins. We designed a feature that allowed users to save cars without authentication, improving user engagement, building trust in the CarMax brand, and increasing lead submissions.
Championed a user-first design approach that transformed the car-saving experience, improving conversion and brand trust
I guided the design team through a user-centered approach to solve the issue of users abandoning the car-saving process due to sign-in requirements. I led brainstorming sessions, iterated on mobile and desktop designs, and collaborated closely with cross-functional teams to ensure a seamless, intuitive experience. My role included driving user testing and implementing key design changes that resulted in higher engagement, increased lead submissions, and improved trust in the CarMax brand.
Launched a frictionless save-a-car flow that boosted customer engagement and drove measurable business impact
By allowing customers to save cars without requiring them to sign in, we addressed a significant pain point, ultimately enhancing the user experience, building trust with the CarMax brand, and increasing engagement. The iterative design process, backed by research, testing, and a clear progression framework, ensured that we delivered a solution that met both customer needs and business goals. This feature not only improved customer satisfaction but also contributed to higher lead submissions, showcasing the power of user-centered design in driving measurable outcomes.
Drove a 10% lift in leads and engagement by removing sign-in barriers from the car-saving experience
Lead Submissions: Achieved a 10% increase in lead submissions, demonstrating that the simplified car-saving process led to higher user engagement and conversion.
User Engagement: The test group showed a 10% higher engagement rate with saved cars compared to the control group, indicating that users were interacting more with their selections after the change.
Sign-In Reduction: A 9% decrease in sign-ins for users in the test group, reflecting the success of eliminating the sign-in barrier and maintaining user interest without requiring account creation.