Challenge 1
Onboarding
Challenge 1
Onboarding
Shipped
What
Pioneered onboarding experience on native iOS app to acquire user insights and personalize the shopping experience.
Why
Previously, the native iOS app offered no onboarding. First-time users simply landed in the app, left to their own devices to navigate and discover products and services. For the user, this was a jarring experience. For the business, this was detrimental to retention and conversion metrics. Meanwhile, comparative onboarding experiences were engaging and personalized.
Solve
By launching an onboarding experience, we identified an opportunity to competitively position ourselves and personalize shopping. We captured initial user intent, learning whereusers were in their purchase journey, in order to provide relevant, actionable steps.
Impact
Onboarding was A/B tested and shown to lift both conversion and retention.
Challenge 2
Challenge 2
Shipped
What
Introduced financing and trade opportunities to search filters on native iOS application to drive conversion and revenue.
Why
Financing and trade-in services are Carvana’s bread and butter. Previously, however, the native iOS app did not reflect this. That is, we were missing opportunities to sell these services at pivotal points along the pre-purchase journey. Moreover, that meant we were missing out on potential conversions and revenue. Previous research showed that users who shop with financing terms were likelier to convert. And when it came to financing and trades, we earned more revenue.
Solve
Our solution? Add entry points within search filters on SRP (search results page) for easier access. Moreover, this is a logical place in the user flow to educate and sell users on these services.
Impact
This design is currently live and moved the needle on both metrics.
Challenge 3
Challenge 3
What
Leveled up the educational experience for warranties on native app to drive conversion and revenue.
Why
Warranties are an ancillary product at Carvana, but nonetheless positive to the bottom line! Warranty information lives on the lower part of the product details page (PDP). Previously, the content was difficult to scan and visually clunky. Additionally, there was just one easily missable entry point to access additional information. Since this was the only surface with information in the app before transaction, the stakes to educate users were even higher…. and the missed opportunity greater!
Solve
I redesigned this experience, indexing on design goals like scannability and discoverability, to drive conversions and ultimately revenue for the biz.
Impact
This design is currently live after showing a lift in both metrics.
