Driveway
Offer screen improvements
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
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Defining the Needs
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After a user completes the online flow to sell their car, the final screen shows the user their estimated offer for their vehicle. Because the original page was designed without a content strategist, the page had a lot of information and buried the celebration aspect of receiving an offer.
As a result, the CTA for accepting the offer fell below the fold and conversions for clicking that button were quite low resulting in the business not buying as many vehicles as it could.
Before & After
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In partnership with a UX Designer, I identified information that could live outside of this high-value screen and chose to nest the information in a tool-tip rather than on a screen devoted to success.
BEFORE
AFTER
TOOL-TIP
Measuring Success
JANUARY 2020 CONVERSION RATE
11%
Conversion rate = a user completes the online flow and sells their car successfully
JUNE 2020 CONVERSION RATE
22.5%