WhoCanFixMyCar | Reduce Leakage:
As a product team, one of our objectives is to increase conversion on our funnel. This takes the shape of:
- 1) Top of funnel - Number of users
- 2) Posting rate on the form
- 3) Number of quotes
- 4) Acceptance rate on the quotes
- 5) Returning users
One of the areas of leakage we have identified in the funnel is receiving a quote from a garage and then clicking choose a garage.
We approached drivers through our customer contact team and also ran remote usability tests. This helped to define pain points in the process and work out from the findings what a potential improvement would be.
Based on the remote testing sessions and speaking to drivers we could start to put together a user journey map that helped us map the journey out and narrow down into some pain points for the drivers.
Customer journey map
Feelings: Frustrated, worried about price, unsure of next steps.
Thoughts: Not sure how to book in, how long will the job take, do I need a courtesy car, why am I getting phone calls from garages.
The current flow is for drivers to call the garage to book in. Introduce a booking system for the main funnel flow will cut down on these pain points.
User story“How do I book in with the garage?"
Now that we have identified that a booking system would improve the customer journey and in turn improve the business goals, I set out to gather research on how garages currently book cars in and how they would like to take bookings from us.