CARFAX Value Results Page Redesign
CARFAX Value provides users with a clear, trustworthy estimate of their vehicle’s worth. To optimize engagement, we conducted an A/B test comparing the original design with the updated version.
Lead Designer Product Design A/B Testing User Research
Overview
The goal of the redesign was to better guide users toward other CARFAX products, helping them make more informed decisions throughout their car-buying journey. One key step in achieving this was revamping the Value results page to make it more intuitive and informative.
By providing unique and valuable data to our users, we aim to enhance their experience and better meet their specific needs, ultimately improving user retention.
*Users land on this page after entering their VIN or license plate. Once submitted, they’ll see their Trade-In, Private Party, and Retail values right away.
Previous CHBV Results Page
Problems
The current design puts the car’s value front and center, but the CARFAX products that could help users take the next step are tucked away at the bottom of the page. I set out to create a solution that not only makes it easy for users to find their car’s value, but also guides them toward the tools and services that can help them move forward with confidence.
Engagement Metrics
We gathered data and insights on how our users are navigating through the Results page. We found that only
Only 63% UVs interact with the results page
14% of users clicks a product below the fold
Design Jam
The next step was to gather all the information and organize a design jam to begin addressing some of these challenges. During the session, the question we posed was: "How might we guide users to additional CARFAX products by enhancing their confidence in making informed car-buying decisions?". This question is to help designers stay on track while iterating.
Design Jam Board
Design
After the design jam, I took some time to go through all the ideas and inspiration I’d collected. There was a lot to take in, but it really got the creative wheels turning. I started sketching out a few concepts and playing around with different directions to see what felt right."
Design From First Iteration
First iterations
The updated design in the first iterations is much cleaner, and the pricing information is easier to scan. However, navigating to other CARFAX products is still not as intuitive as it could be. After this I went back to the drawing board.
Design From First Iteration (Continued)
Final Designs
After a few more iterations, I finally landed on a solution. We decided to show all the values up front, but tailor the experience based on whether the user owns the car. Only one value is shown at a time to keep things simple, and we also added CARFAX product placements right below the values.
We improved navigation so users can easily go back to change their vehicle or edit details to refresh the displayed value.
Final Design - Retail Value With VHR Placement
Final Design - Trade-In Value With Cash Offers Placement
Mobile Designs
A/B Testing Results
The test ran for three weeks, and we saw some great improvements to the page. Especially an increase in unique visitors clicking on various product placements.
The was a 25% lift in VHR referral rates. Estimated 93k incremental TVs referred to VHR per year. Referral rate lift was more prominent of desktop. (+32% for desktop vs +19% for mobile devices.
+12% referrals to SMC and +16% TIL Conversion Rate