Launched
Hyundai Motor Group
Hyundai Motor Group
Increased booking completion by 22% by clarifying pricing and simplifying booking
Increased booking completion by 22% by clarifying pricing and simplifying booking
role
role
UX Designer
UX Designer
team
team
1PM, 5 Engineers
1PM, 5 Engineers
scope
scope
User Research
UX/UI Design
User Testing
User Research
UX/UI Design
User Testing
impact
impact
+122% Reservations
+112.5% App Store Ratings
+246% Unique Visitors
+122% Reservations
+112.5% App Store Ratings
+246% Unique Visitors
background
background
Yes I Can Drive app matches novice drivers with 48 + driving schools
Yes I Can Drive app matches novice drivers with 48 + driving schools
biz problem
biz problem
Only 29% of users completed booking
Only 29% of users completed booking
biz goal
biz goal
Increase booking completion
Increase booking completion
Problem & Solution highlights
Problem & Solution highlights
→
Long 6 steps
Simple one-page booking process
Long 6 steps
Simple one-page booking process
Removed unnecessary marketing questions and located survey as optional after the booking process
Removed unnecessary marketing questions and located survey as optional after the booking process
→
Misleading
Clear pricing expectations
Misleading
Clear pricing expectations
Highlighted pricing estimates clearly
Highlighted pricing estimates clearly
→
Low
Increased revisit and trust with the expert-answered Qs
Low Increased revisit and trust with the expert-answered Qs
Low Increased revisit and trust with the expert-answered Qs
Replaced low-value driving tips
Replaced low-value driving tips
research
research
To identify the reasons behind,
I initiated UX research
To identify the reasons behind,
I initiated UX research
I combined qualitative and quantitative methods to understand both sides of the marketplace.
I combined qualitative and quantitative methods to understand both sides of the marketplace.
Problems
Problems
Marketing questions extended booking to 6 steps
Marketing questions extended booking to 6 steps
1
1
Address
Address
2
2
Date
Date
3
3
Approx. Price
Approx. Price
4
4
Marketing Qs
Marketing Qs
5
5
Survey
Survey
6
6
Car Purchase Plan
Car Purchase Plan
Users abandoned after checking the estimated price, thinking they need to pay immediately
Users abandoned after checking the estimated price, thinking they need to pay immediately
Users found the Driving Tips promotional and had no reason to return
Users found the Driving Tips promotional and had no reason to return
Iterations
Iterations
Reframed pricing to set the right expectations
Reframed pricing to set the right expectations
Iteration 1.
Iteration 1.
Added an info icon
Added an info icon
Too easy to miss
Iteration 2.
Iteration 2.
Added a modal
Added a modal
Too disruptive
Iteration 3.
Iteration 3.
Added a disclaimer note
Added a disclaimer note
Attention Grabbing
Rebuilding trust to Driving Tips
Rebuilding trust to Driving Tips
Iteration 1.
Enable scroll and remove sales info
Enable scroll and remove sales info
One-way
Iteration 2.
Community among new drivers
Community among new drivers
Not trust-worthy
Iteration 3.
Expert Q&A
Expert Q&A
Credible
Impact
Impact
Reservation Completion
+122%
App Store Ratings
+112.5%
Unique Visitors
+246%
Takeaways
Takeaways
In the real world, there are numerous stakeholders to take into consideration.
In the real world, there are numerous stakeholders to take into consideration.
In the real world, there are numerous stakeholders to take into consideration.
It is crucial to consider the needs of multiple stakeholders, including not only the end users of the mobile application but also employees at driving schools.
It is crucial to consider the needs of multiple stakeholders, including not only the end users of the mobile application but also employees at driving schools.
Other projects
Other projects
Helping engineers make better decision with AI data from Self-Driving Racing Car
Helping engineers make better decision with AI data from Self-Driving Racing Car
launched
launched
·
dashboard
dashboard
·
Dev tool
Dev tool
Apple.com iPhone Any Condition Trade-In, 7% Sales Lift
Apple.com iPhone Any Condition Trade-In, 7% Sales Lift
Launched
Launched
·
web
web
·
UX/UI Design
UX/UI Design