Driveway Pilot Launch | Jen Losier Portfolio

Driveway Pilot

Communications Strategy

Prior to Driveway's national launch, we experimented with a pilot version of the same concept with a local dealership in Pittsburgh. The work in this section is all related to that pilot.

Roles: Content Strategist

Defining the Needs

After reviewing the Google Analytics data, I determined that the easiest lift for Driveway to increase their conversion rates was to leverage proactive communication at critical points of the user journey. With over 20,000 users per month visiting the site and 6,000 of them starting the process only to have approximately 30 finish the process, I knew there were opportunities to increase user confidence, provide information at critical decision points and encourage users to complete their transactions.

Mapping the Journey

In partnership with a Product Designer, UX Designer and UX Researcher, I mapped the entire customer journey.

I know this blueprint is very small. Click on it to enlarge!

Writing the Content

PROCESS

UX designer produced wireframes with placeholder blocks for content
I reviewed the user journey blueprint to identify communication points throughout their journey during high stress decision points: the moment a user would book an appointment and the 24 hours leading up to the appointment stood out as high risk of abandonment.

CHALLENGES

In the pilot program, there was not a clear defined brand or style guide to use. All content needed to be generic, but not boring.
The functionality to schedule an appointment on the website was not available at the time of these emails, so the CTAs reflected a user's expected next step.

TRADE-OFFS

Speed to finish the project hampered the ability to take advantage of all the research and inflection points critical to retain users.
Reminder emails for appointments were discarded as secondary to getting the most core messaging out first, although appointment abandonment was high.

WELCOME