Optimized Hemmings' seller ad creation flow and landing pages to boost conversion rates. Double-digit increase in user engagement and product purchase completion.
Overview:
Hemmings, a market leader in vintage car sales, faced a decline in seller ad sales due to recent changes on their online platform. This project aimed to help vintage car sellers create ads more seamlessly on the platform, enabling them to showcase and sell their cars effectively. By improving the ad creation experience. The project targeted a smoother onboarding and listing process, reducing seller confusion and enhancing task completion.
Problem Statement:
Recent changes to Hemmings' seller ad creation platform led to a decline in ad sales, impacting the clients revenue stream. To address this challenge, Hemmings needed to optimize their online platform to better serve sellers. My focus was on enhancing the onboarding and checkout process to drive improvements in seller ad creation sales.
Users & Audience:
Hemmings caters to vintage car enthusiasts to buy and sell vintage vehicles. Their audience consists of individuals passionate about classic cars and actively engaged in the market for the sale of such vehicles.
Scope & Constraints:
The project involved assessing and improving the user experience from search to landing page to conversion for advertisements. Constraints included the need for rapid and continuous improvements to counteract the decline in ad sales and the challenge of implementing changes without disrupting the existing user experience.
My Role and Responsibilities:
As the UX Lead for Hemmings, I managed the strategic direction and execution of design initiatives, collaborating with the CRO director and user researcher to improve the user flow slong with the dashboard functionality. I designed wireframes, A/B tests, and prototypes, and worked closely with the product engineering and development teams to ensure seamless implementation. My role bridged design with other functions, driving user engagement and conversion rates while aligning with Hemmings' business goals.
Process & What I Did:
The team conducted a 5-month program to assess and optimize Hemmings' user experience. This involved weekly calls, sprint schedules, and reports. The UX and CRO team collaborated to audit the Hemmings' platform, developed test ideas, designed landing page variations, and conducted A/B tests to drive more conversions. We prioritized approaches based on impact, cost, and effort, and provided recommendations for conversion rate optimization (CRO).
UX changes I implemented:
- Clear Comparison Chart for Seller Ad Creation Packages
Hypothesis: Presenting a simplified, organized comparison chart will enable users to easily understand the differences between Ad Creation packages, minimizing confusion and supporting quick, informed decisions.
Design: The comparison chart was designed to align with user expectations, grouping details logically and clearly. This allows users to compare options without needing to recall details for each package individually.
- Onboarding Checklist Highlighting Required Paperwork
Hypothesis: Adding a checklist at the start of onboarding will ensure users are prepared with necessary documents, reducing mid-process interruptions and enhancing completion rates.
Design: A checklist was introduced upfront, outlining required paperwork and information, which helps users avoid errors and frustration from missing materials.
- Prominent Vehicle Description Section
Hypothesis: Moving the vehicle description to a prominent location will make essential information more accessible, reducing scrolling and enhancing decision-making efficiency.
Design: The vehicle description was relocated to a highly visible area, aligning with usability patterns to improve accessibility of key content. The streamlined design facilitates easier navigation through forms, minimizes errors and confusion, and maintains a clean interface free from unnecessary elements that could distract or overwhelm users.
- Redesigned Vehicle Form for Consistency
Hypothesis: A consistent, streamlined form layout will reduce user confusion and errors, making navigation more intuitive and predictable.
Design: I redesigned the vehicle form to standardize fields, labels, and layout, providing a familiar and clean interface.
- Progress Indicator for Enhanced Navigation
Hypothesis: Adding a progress indicator will improve user control and understanding of workflow stages, supporting better task management.
Design: A progress indicator was added to clearly show users their advancement through each stage, helping them manage their tasks and make informed choices about continuing or pausing.
- Homepage Pop-up for Seller Ad Creation Flow
Hypothesis: Directing users to the ad creation flow via a homepage pop-up will reduce cognitive load and provide clearer guidance for completing key tasks.
Design: The homepage pop-up was designed to highlight the ad creation flow, helping users focus on the primary task without distractions.
Design File:
Please note that due to confidentiality agreements, some of my project details cannot be displayed.
Key Results:
- Increased User Engagement: Hemmings saw a substantial 37% increase in users navigating to the seller ad creation flow from the home page, indicating improved user engagement.
- Enhanced Checkout Completion: Refining the comparison flow and positioning the checkout process after key ad creation information led to a notable 15% lift in completed checkouts.
- Improved Progression and Completion Rates: Comparing different advertising options resulted in a significant 25% increase in users progressing to the next steps (checkout & contact) and a concurrent 21% rise in completed checkouts.
- Optimized Vehicle Description Placement: Moving the vehicle description to a prominent location on the landing page resulted in a significant 27% increase in completed checkouts.
- Consistent Positive Impact: Ongoing enhancements, such as the onboarding checklist, demonstrated a steady positive effect, achieving a 7.9% lift in completed checkouts.
For Figma files and more details, please reach out:
Please note that due to confidentiality agreements, some of my projects cannot be displayed in detail.