Swiftcourt wanted to launch their digital contract and client-to-client car payment solutions together with our new classifieds customer DoneDeal.ie in Ireland. On private 2nd car transactions, buyers very often struggle with the payments. Transferring thousands of Euros when meeting with the seller is poses big challenges.
Our new classifieds customer DoneDeal wanted to re-launch our digital transaction service with a complete redesign of the journey due to low conversion and high drop-off rates. My initial qualitative and quantitative research uncovered potential problem areas:
Together with DoneDeal we set a strategy to fit our product better to local behaviour and to reach a growth stage. The team consisted of a product owner, growth managers, a content creator, engineers and myself.
After leading a workshop to decide on the in-depth research requirements, I recruited and conducted user interviews to understand which further challenges sellers and buyers have to overcome. The insights helped us to understand that our user journey needed to be redesigned to enable growth in the Irish market. Our requirements centered around three main pain points:
As first part of the redesign our new landing page was optimized to focus on what matters: Mobile-first UX/UI, a new FAQ section and highlighted Trustpilot reviews to build trust. In parallel, I ran workshops with the team to improve the landing page content. Eventually I implemented the HTML, JS and CSS.
As a second design phase, we had to rethink the existing payment service. Through prototypes and testing, we developed an MVP to test the flow in the real-world. The new user journey focused on payments only and was split into two parts: in the first part the seller sets the payment details up and verifies their identity. In the second part, the transaction between seller and buyer is finished in a matter of minutes via credit card payment and key handover.
It is important for a user-focused team to continuesly observe local behaviour and user preference. When the team launched the product in the new market, too many assumptions were made. But with a clear redesign strategy and time invested in research, we were able to launch successfully. After releasing the landing page and MVP, users started signing up and completing the funnel. From there, we were able to shift our research to include quantitative research with Google Analytics and Hotjar which helps us further improve the product. The service is now growing in Ireland and we have plans to launch it in markets with similiar behavior.
My experience with mixed method research and user recruiting, as well as the ability to turn insights into prototypes and code, helped the team to move forward quickly and turn a failed launch around in three months.