An international automotive manufacturer wanted to understand what was driving the growing popularity of second-hand car purchases via aggregator websites in the UK, and asked Verve to prepare a comparative mapping of customers’ online experiences.
Our approach blended probed discussion via an online pop-up community and simulated UX testing carried out during in-depth interviews. Through engaging customers (from client’s existing customer panel) as well as competitor buyers, we were able to compare original manufacturer journeys against other online retailers and aggregator sites.
This deep-dive approach allowed us to contrast customer expectations vs. experiences, and in so doing, identify recommendations on how to improve on-site navigation cues, functionality and engagement.
Ultimately findings confirmed our client’s sites were broadly delivering, but opportunity existed to further elevate and delight potential buyers (both off- and online) throughout the journey.