Contrary to most online shopping, buying a car online is an ordeal. From insurance to financial forms and plenty of uploads, it is rife with opportunities for user confusion and abandonment. Our research showed us shoppers needed the freedom to complete these steps in any order over a multi-day span. We designed a dashboard providing high level views of what steps they've completed and quick access to what remained. The messaging showing how much time you would save by completing steps on-line was a popular feature with customers, encouraging them to complete many steps from home.
Due to the length and complexity of these visits, in additon to user interviews, we found it was most effective to use session playback tools to watch actual consumer behavior. This helped us identify common pitfalls, find new ways to keep them engaged in the process, and ensured the content we presented met their needs.