OLX Sell Car Journey Revamp
Overview
With user feedback, we have found some gaps in the selling process of OLX Autos resulting to drop in conversions, indicating a need to redesign the sell intent widget and re-look at the overall sell process for our platform.
Business Objective
Enabling the user to effortlessly understand our sell process and use it efficiently to sell their car.
User Objective
- To save time
- To get more money
Target
To increase the Landing to Procurement conversion by 6%
Team
- Alok Mittal (Own the Designs)
- Aditya Pappula and Vladimir Merkushev (Product Manager)
- Nitin Sharma (Tech Lead)
- Vidhushi, Burcu, Pamela and Giorgio (Content Writer)
- Marketing And Business Team of Each Country
- And Other Stakeholders
Duration of the Design Revamp
6–7 Weeks
User Flow
As it always goes, to design a solution, you need to understand the problem first. Although the task was to get the car details, but it was very essential to research the pre and post inspection phase.
We are not selling a product, we are selling experience. Hence I feel it’s really important to understand the emotional side of users — their motivation, fears, feelings, etc.
But first, let’s break the journey into smaller parts and analyze each one of them.
Note: In this revamp we will mainly focus on Step 1 only. Step 3, 5 and 6 are offline steps. Step 3 comes under dealer app. We have done few changes on Dealer app as well to improve the Dealer engagement on auctions as well.
Primary Research (User Interviews)
We conducted 8 interviews, Users who used the OLX Autos, we called them into the office and conducted the interviews
User Profiling Doc Link: https://drive.google.com/file/d/1iuR2A6jpkt3_RVSyPNJZzqPLjhu8j5v9/view?usp=drive_link
OLX Workshop
Competitor Analysis (Secondary Research)
Because of the shortage of time, we directly jumped to our secondary research. I came across a number of websites and apps that are already in the market and trying to solve the same problem by their means.
Although, I found the experience pretty much the same in all of them. For a few elements, we tried to follow the same user experience because it was tested and live. And for the rest of the elements, we used our experience and gut feelings to make them better. In the latter part of the article will we see what worked and what didn’t work.
Points we identified:-
Solution
We planned to revamp the current PWA flow on the following fronts -
- Make it easier for users to understand our sell process on landing
- Seamless experience to sell a car
- Clarity on number of steps, progress bar and time taken for next steps
- Give a clear idea of the quote
- Give an initial quote to the user with the shortest number of steps.
Time for Explorations
Final Designs
We worked on many iterations and after several rounds of stakeholders discussion, we finalised the designs.
Collaboration
- Bi Weekly Meeting- I used to showcased the progress to Product, Tech and Business team in our Bi-weekly meeting. Where we used to discuss the findings and what we can create.
- Content for 4 different languages- When the original designs were done in English, I had to connect with the content writers of Turkey, Indonesia and Mexico. I used to give them complete idea of the project and what we want to convey. After that they used to provide the copy of the same. Challenge was sometime copy did not fix into the space or due to Country restriction we were allowed to use few words for e.g “Free” was not allowed in Mexico and “View Initial Quote” instead of “Get Your Car’s Price”
- Same Code- Because we were using same code in the revamp it restricted our thought process and increased the interference of tech team into design decisions.
Desktop
All Screens Comparison
Let’s compare old vs new designs
Challenges
- Demography — We are available in seven countries. Out of which Mexico and Indonesia is most profitable. And we have good business from Turkey and India as well. Other markets are also profitable.
2. Single Code: We have used single quote for all the 7 markets. So to fulfil the requirements of all markets and all type of users, we faced many challenges.
3. Translations: Each market used different taglines or a different way to convey the message to their users. Which made it difficult to accomodate the different length of text everywhere.
4. Home and Store Inspection: Some markets have store inspection, some have home, some have both. So to design a flow for each kind of market, keeping in mind, that we will use same code was a challenge.
5. Old Code: We used the old code: Initially the requirement was to complete revamp of the sell flow. But later on to save the time and effort, it was decided to keep the features same and to do some UI/UX channges.
6. Multiple Approvals: Due to different markets and different marketing and business teams. We arrange calls with each market individually. We created a deck for each one of them and presented the designs. We shared the designs and also worked on their feedback to get the approvals.
7. Landing Page Banner: Banner come from marketing teams of respective market. So each banner has different tagline, different mascot and different look and feel.
What did not work — Phase 2
We launched the revamped version to all markets started from 10% roll out. Then we made it accessible to 50% audience.
So we worked on the problem areas and came up with a solution to each and every problem
1. Tooltip
To get the user attention and to guide the user to start the user journey, we added a tooltip. So that user must be aware of the starting point of sell journey.
Increased Conversion by 33% in Chile, 22% in India and 41% in Indonesia
2. Added CTA
To get the user attention and to guide the user to start the user joueney, we added a CTA on the mobile designs. So that user must be aware of the starting point of sell journey. If the user’s car brand is not available in the list of popular brands user can tap on the CTA to start the journey instead of leaving.
Increased Conversion by 21% in Chile, 16% in Mexico, 24% in India, 11% in Turkey and 15% in Indonesia
3. Return User Scenarios
Earlier there was no specific design for returning user. So when a user came back on the platform, he lands on the page where he left. And it was difficult for these user to convince to continue the journey.
So we decided to create return use cases for the users who have not booked the Home/Store inspection. So that they will land on the home page from where they will have the choice to resume the journey or to start a fresh one.
4. Improved SEO
We further made many changes to the landing page
1. We added Benefits section to educate the user benefits of selling the car on OLX autos.
2. We added testimonials, so that a user must have trust on our site, that we are specialised in this field and we have provided good experience to our users in the past.
3. We added FAQs, to improve the SEO and if user has any questions or doubt he can read the frequently asking questions.
4. Enhanced footer, so that a user can easily navigate through other important links
Phase 3 Plan
Assistance during the journey, so that if there is any trouble in filling the details, user can select this option to contact us any time
Finally Targets Achieved
When we resolved all issues of Old designs and New Design (Phase 1) in phase 2, we found significant positive results. After which we rolled out phase 2 to 100% of audience.
L2Q revamp was a successful project
