Project Overview

My role: Senior Product Designer

Team: Product Manager, Designer, Developers (3), Technical Integration Manager

Scope: Mobile, Desktop

Goal: New feature

Timeframe: ~5 months

Year: 2024

Outcome: The feature launched with great success, more below

The Conversion Box helps dealers build trust by showcasing AutoUncle’s fairness and transparency directly on their listings. It gives users the confidence to take the next step, bridging the trust gap and boosting lead conversions.

It was a huge undertaking as it combined everything that AutoUncle had to offer into one component. It merged the price rating label, car insights, CTA buttons, dealership reviews and contact options together.

Ideation and Iteration

With a clear vision, we moved straight into high-fidelity mockups and prototypes. I collaborated closely with my project manager, developers, and stakeholders, using user interview feedback to guide our design decisions.

Challenges

One of the challenges was keeping the top section compact yet actionable. We tested everything from static bullet points to interactive sliders. We chose a slider for its flexibility, though some users misread it as an ad, affecting trust.

Another challenge was finding the right level of AutoUncle branding presence through the box on the dealership website. While there were concerns about it standing out too much and clashing with dealership branding, user research showed the brand presence actually increased perceived trust and dealerships did not mind AutoUncle's increased visual presence.

User Research

I led the discovery track by organizing and conducting user research sessions. This included recruiting participants, scheduling sessions, preparing agendas, taking notes, and recording sessions with participant consent.

Each design iteration was tested with real users through interactive prototypes. These sessions helped us validate our assumptions and improve the feature step by step. With every session, we gained new insights that made the experience more intuitive and the feature more desirable.

The user research sessions helped us address the challenges stated above, with misconception rates being very low by the end of our iteration cycles.

Result

The feature launched with great success. Early feedback from users and sales teams has been very positive.

The provided car insights added much needed information about the car and intrigued users to learn more about them. The dealership review summary was very appreciated as it adds another layer of trust and transparency to the dealership, especially paired with the ability to learn more about the reviews through the provided link.

The Conversion Box is showing strong potential as a trusted lead driver. It shaped up to become a key part of AutoUncle’s dealer offering.