Case Study

Vehicle Pricing Report

For this project, we focused on applying Conversion Rate Optimization (CRO) techniques based on extensive user interviews to improve both the web and responsive versions of AutoFact’s Vehicle Pricing Report. This project aimed to gather valuable insights from both B2B and B2C customers to enhance the user experience, boost customer loyalty, and improve the overall perception of the pricing report.Through comprehensive user interviews, keyholder feedback, and prototype testing in Figma, we achieved a full redesign of the report interface for both web and mobile platforms. Additionally, these improvements were applied to the downloadable PDF report available on vehicle sales portals. While the project did not involve actual programming, it laid the groundwork for future development by providing a fully optimized design focused on conversion rates and user satisfaction.

Year

2022

Client

Autofact

Project Type

Design

Keywords

Product Design, UX/UI

Overview

Enhancing Customer Loyalty through CRO-Driven Redesign of AutoFact’s Pricing Report

Problem

AutoFact’s previous Vehicle Pricing Report had a static design that did not fully meet the needs of its diverse customer base. Both B2B and B2C customers expressed concerns about the usability and value perception of the report. Despite the critical information it provided, users found the experience lacking in engagement and clarity. There was a need for a complete overhaul of the report’s design to improve customer loyalty, increase positive perception, and drive higher conversions for both existing and potential customers.The challenge was to redesign the report while ensuring that it maintained its reliability and value as a key resource in the vehicle sales process. The design needed to be user-centric, informative, and adaptable to various device types, all while reinforcing the brand’s image.

Solution

To address these challenges, we conducted a series of interviews with a wide range of users—both businesses (B2B) and individual consumers (B2C)—to gather insights into their expectations and pain points. This information, coupled with extensive feedback from keyholders, guided the redesign process.
Using Figma prototypes, we developed and tested new design concepts with real users. This iterative process allowed us to refine the user interface based on real-time feedback and ensure the final design met user needs.
The resulting redesign featured a completely revamped web interface and responsive mobile version of the Vehicle Pricing Report. Key enhancements included:
Improved Visual Hierarchy. Clearer presentation of pricing details and key insights to ensure users could quickly find the information they needed.
Responsive Design. The report was optimized for use on various devices, from desktops to smartphones, ensuring a seamless experience across platforms.
Enhanced PDF Report. The downloadable PDF now mirrored the improvements of the web interface, providing a cohesive experience for users accessing the report offline.
User-Centric Features. The inclusion of actionable insights and clear visualizations helped to improve the perception of value among users, making the report a more engaging and effective tool for decision-making.

Stack

Discovery

Understanding the problem

Deep Dive

During the discovery phase, we conducted in-depth interviews with both B2B and B2C customers. The goal was to understand their needs, preferences, and pain points when using AutoFact’s Vehicle Pricing Report. We also gathered key insights from internal stakeholders to align the redesign with the company’s objectives.This phase revealed several key areas for improvement, including the need for better clarity in the pricing data, more engaging visual elements, and a more intuitive user experience across devices. It was crucial to make the report feel both valuable and easy to use for all customer segments.

Definitions

In the definitions phase, we established the core goals of the redesign:

  • Improve the customer experience for both B2B and B2C users by making the report more visually appealing and easier to navigate.
  • Ensure the redesign works seamlessly across all devices, particularly focusing on mobile responsiveness.
  • Enhance the perception of value by providing clearer insights and actionable information within the report.
  • Align the redesign with the brand's mission of providing reliable, user-friendly tools for the vehicle sales industry.

These goals guided the development of wireframes and prototypes, ensuring that every design decision supported the overall objectives of the project.

Key Takeaways
01

The report was redesigned with a strong focus on user experience, informed by extensive interviews and feedback from both B2B and B2C customers.

02

The new design offers clearer pricing details and data visualizations, improving the ease of use and enhancing the value perception of the report.

03

We created a fully responsive design, ensuring that the report functions seamlessly across all device types, from desktop to mobile.

04

The downloadable PDF now includes all the visual and functional improvements of the web report, providing a consistent experience whether online or offline.

05

By using Figma prototypes, we continuously tested and refined the design with real users, ensuring that the final product met their needs and expectations.

Design

Design System

After defining the core components, we created a cohesive design system that ensured consistency across the web, mobile, and PDF versions of the report. This system includes standardized UI elements such as buttons, icons, and charts, along with a clear and modern color scheme. The design system ensures that users can easily navigate the report and understand the information provided, whether they are accessing it on their desktop, mobile device, or through the PDF.

User Interface and Simulation

Responsive Design. The redesigned interface adapts seamlessly to different screen sizes, ensuring a consistent and intuitive experience whether users are on desktop or mobile devices. This flexibility was key to improving engagement and satisfaction among users who access the report on the go.
‍Clear Data Visualizations. The redesign includes enhanced data visualizations, such as charts and graphs, to help users quickly understand key insights related to vehicle pricing, market comparisons, and projected residual values.
Actionable Insights. The report now includes actionable insights, allowing users to make more informed decisions based on the pricing data presented. These insights are clearly highlighted to add value and improve the user experience.
Enhanced PDF Experience. The downloadable PDF version of the report now includes all the visual and structural improvements made to the web and mobile versions, ensuring a consistent and user-friendly experience across all formats.

Design

Autofact