With electric vehicles becoming the new norm, we aim to reinterpret Subaru messaging by looking through the lens of the mid-funnel shopping process and demand generation to optimize the vehicle selling page and website shopping experience.
Project Goals
A competitive analysis was conducted measuring competitor’s tools such as quizzes and other interactive features for electric vehicles.
This led us to implement similar stylistic elements along with a 3-5 question format. We discovered that a simple multiple choice style questioning created ease of use, general familiarity across brands and would allow for greater user retention.
Format of individual prototype usability test sessions conducted in person. Methods involved multiple rounds of feedback across multiple markets.
Markets
The final quiz was comprise of four question on vehicle type, useage, features and average mileage. Completion of the quiz resulted in recommended vehicles leading to build and price page.
Our Final protoype consisted of updates to Subaru’s main navigation, a quiz hompage, quiz question and a results page that would lead users to Subaru’s build and price page.
OLD NAVIGATION
UPDTAED NAVIGATION
Quiz Homepage
Q1: Style of Vehicle
Q2:Important Features
Q3:Average Mileage
Quiz Results & Build