Checkout Refresh
After finalizing checkout in an online vehicle auction, buyers are prompted to explore add-on services like transport, inspections, arbitration warranties, and floor plan lending, streamlining post-purchase needs.
Product Design Management I UX Strategy I User Resarch
Project Summary
Situation
With new objectives and KPIs for Capital, Transportation, and Arbitration, refreshing the Auctions Checkout process is essential. A unified, streamlined checkout under OMS improves efficiency, product display, and the overall user experience.
Reasons for Checkout Refresh
1. UX Challenges
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The extensive page scrolling across multiple steps within a modal window during the checkout process creates a suboptimal user experience.
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Deviates from the ACV design system causing inconsistencies in the purchase flow and checkout process
2. Tech Challenges
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Built a few years ago for a simpler Checkout flow
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Struggling to accommodate new use cases and features due to technical complexity
Solution
A streamlined Auctions Checkout can dynamically present relevant Capital, Transportation, and Arbitration options, while adding recommendations for value-added services post-purchase.
Key Enhancements
1. Enhancing Performance Metrics
Enhance holistic RPUs and individual product teams' KPIs
2. Development Optimization
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Accelerate development timelines
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Streamline cross-platform development(Web, iOS, Android)
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Expedite "Go to Market" feature delivery
3. UX Enhancements
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Improve user experience across devices
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Enable A/B testing for product teams
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Enhance cross-selling capabilities across product lines
Transportation Conversion Rate
8%+
Increased year over year post refresh.
Bundling Services Adoption
12%+
Bundling services for Transportation, Capital and Arbitration increased post refresh.
Average Revenue Per Unit
20%+
ARPU growth rate increased year over year post refresh.
"The checkout refresh is a key initiative to align with our goals for post auction services. By simplifying the process and integrating essential features, we’re focused on improving efficiency and enhancing the customer experience."
Steve Collins, VP of Product, ACV
Auctions Journey
The holistic auction journey flow reveals the crucial role of post-auction checkout, emphasizing its impact on user experience and operational efficiency.
Key insights include:
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Seamless Transaction: Ensures a smooth transition from winning a bid to completing payment.
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Integrated Processes: Consolidates payment, document management, and vehicle release into a cohesive flow.
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Enhanced User Experience: Builds trust and satisfaction by simplifying the final steps of the auction process.
This focus on post-auction checkout ensures an efficient, user-friendly experience that supports the overall auction journey.
