IMPROVED CONVERSION PATHING
OVERVIEW
ROLE : Lead UI & UX Designer
SOFTWARE: XD, Photoshop
TAGS: Automotive Design, Product Design, Conversion, Monetization
BACKGROUND
Linkes (Dont Delete) -
Voice - Initiate a Voice Session Throughout ExperienceOverall 360L https://xd.adobe.com/view/b7f005b9-f427-4e3d-7712-b2614069dc7c-c1c1/ Voice2022!
PROBLEM
The current experience presents several friction points: it requires users to give their full attention, making it impossible to complete the process while driving. Many entry points are buried within sub-menus, making them difficult to find. The subscription flow is overly complex, requiring users to navigate up to 12 screens with repetitive content. (Image on right is reference current in-car conversion flow). Additionally, users are asked to enter LPZ (Last Name, Postal, Zip) for system validation and provide non-essential information that could be collected later via email or the customer portal.
Current in-car conversion flow (12 screens)
EARLY PROJECT DEVELOPMENT / MANAGEMENT
I conducted a comprehensive evaluation of the 360L conversion and subscription experience to identify opportunities for improvement. This involved extensive stakeholder interviews across programming, marketing, commerce, and legal to gain a deep understanding of the current process. Based on this analysis, I presented a detailed report outlining key pain points and proposed solutions. Following stakeholder approval, I developed a project plan with clear deadlines and responsibilities to ensure successful implementation of the recommended changes.
UX PROCESS
In the initial stages of the project, I conducted a thorough evaluation of the 360L conversion and subscription experience. This analysis identified several potential barriers that may discourage users from completing the in-car subscription process. To address these challenges effectively, I collaborated with the UX Research team to gain a deeper understanding of user preferences and expectations.
INSIGHTS & RESEARCH
Our research team conducted a comprehensive study to gather user insights into the SiriusXM in-car subscription experience. Participants, representing a diverse demographic, were asked to navigate the SiriusXM interface and provide feedback on specific screens. The study involved both individual interviews and comparative analysis, with a focus on understanding user interactions and identifying areas for improvement. Through the research, I've gained a clear understanding of how to approach UX design.
Please note: All research documentation is confidential and prohibited from distribution.
EARLY CONCEPTING & PROCESS
FIX 9/16/24: Structured research revolved around 3 main insights to carry into the final platform.
How does users approach financial literacy?
How does users 'connect' with the content?
What creates the sense of urgency?
SOLUTION
The primary objective of 'Finish Later' 3.0 is to transition customers from the 360L in-vehicle experience to a seamless mobile or web conversion experience. By using in-vehicle head units as a starting point and leveraging SAL & FAST technology, we can create an 'out of vehicle' experience that allows customers to subscribe effortlessly through self-service features available in OAC/Phoenix.
Future improvements is currently in the works, implementing voice within the conversion experience, to help direct users while driving.
