Transforming the car buying experience to IPO
Transforming the car buying experience to IPO
client
Cazoo
client
Cazoo
role
Design Team Lead
timeline
2019 - 2022
responsibilities
- Design leadership
- Mentoring senior designers
- UX strategy for UK and EU market
- Evangelising customer insights
- Establish a global design process
- Design and deliver new products
role
Design Team Lead
timeline
2019 - 2022
responsibilities
- Design leadership
- Mentoring senior designers
- UX strategy for UK and EU market
- Evangelising customer insights
- Establish a global design process
- Design and deliver new products
From design experience to managing design
Joined the company as a founding design team member. After the MVP launch, data showed that users were confused about the new proposition of buying a car entirely online. With a limited number of designers, content and research, we had to identify issues to increase the level of interaction and trust in this new behaviour of shopping for a car online.
Challenges
- Improve the gallery experience
- Content discoverability
- Increase checkout click rate
- Redesign the buying behaviour
- Add ancillary products to the buying journey
- Hiring designers to help with deliverables
- Implement a new design process
- Define deliverables quality
- Improve the gallery experience
- Content discoverability
- Increase checkout click rate
- Redesign the buying behaviour
- Add ancillary products to the buying journey
- Hiring designers to help with deliverables
- Implement a new design process
- Define deliverables quality
High level goals
High level goals
Help users to buy cars with ease by designing with customer first approach
Hiring a UX team of designers, content and researchers to support deliverables
Implement a design process of discovery and framing to support hyper-growth
Impact
54%
Increase on checkout entry point, with the new redesigned vehicles detail page
63%
User click-through rate on imperfections gallery, boosting brand trust and sales
93
NPS & 4.7 Trustpilot scored after launching progressive forms in the checkout flow
IPO
Pioneering online car buying experience, sold over 90,000 cars since its launch
How might we increase finance attachment rates?
Based on our research on how users pay for their cars, we have seen that finance is a puzzle for most users; by designing an informative page, we could help users understand and make a clear decision on their payment methods.
How might we help users to sell their car with a precise offer?
Evaluating the condition of your car is never too easy by creating a flow where users can choose to assess using an easy scale or by replying to a questionnaire, we could provide a more suitable offer to the customer.
How might we help users to sell their car with a precise offer?
Evaluating the condition of your car is never too easy by creating a flow where users can choose to assess using an easy scale or by replying to a questionnaire, we could provide a more suitable offer to the customer.
How might we educate new joiners and mature the UX mindset internally?
Collaborating with all design leads, content designers and researchers, we have produced a unique set of slides to teach all about UX in a short 50 minutes bootcamp. This has helped other business areas to understand and value design.
What users are saying
Quick and easy and would recommend
“Car was exactly as pictured and the imperfections listed were barely visible. I have used Cazoo before and it was just as easy this time round. Anyone who is wary - give it a try!”
Sukhdeep Sandhar
Great service
“The online checkout and purchase process was really easy and quick. I then chose to collect my car from the nearest service centre.”
Steph
Quick and easy and would recommend
“As easy a transaction as I had hoped for. No quibbling about my part exchange. Easy transfer of documents. No pressure. Didn't even have to sign for anything! Excellent service.”
Rich
In retrospect
During my time, I could deliver many critical projects to the company and users to make the new experience of buying a car online safe and easy. Discovered how difficult it is to grow a design team with quality and diversity to provide opportunities for people to flourish their skills. And to help a company go from zero to IPO in less than two years can be challenging. I am happy to say that all my goals were achieved while leading the design team.
