https://www.polestar.com/se/
Polestar
Polestar wanted help with highlighting their Pre-owned segment.
Their vision for Pre-owned is to feel just as Premium as their other models. As the sole Product Designer for this project my primary objective was to improve and highlight the user experience on Polestar's website.
This was a close collaboration between Data Analyst, leading to datadriven UX.
Role
Product Design
Context
What is Pre-Owned?
Polestar is entering the next phase of development with the transition of the Polestar 2 to their second owners. To address this, Polestar has introduced the concept of Polestar Pre-owned.
Our mission was to integrate it into the Polestar family and make it the obvious choice for customers.
How Might We
Get Users more interested in Pre-Owned?
Problem
Data showed that Users interact with Pre-Owned less
When analyzing User Data on their website we could instantly see that visitors least interacted with the Pre-Owned Section.
To find information about Pre-Owned, visitors had to go through 5 Steps in total.
Problem Solving
Identified Pain Point
After speaking with users, we identified a major pain point in website navigation, none of their expectations for how it should function were met.
What do you expect to happen, when you click /Go Back/?
User 1
"I assume I will be re-directed to the page I was previously at."
User 2
"Bring me back to the front page of the website."
User 3
"Honestly I don't know."
Solution
Premium Feel x Design Your Own Pre-Owned
Introducing an exciting new feature: Design Your Own Pre-Owned. This follows the same logic as designing a Polestar 2, with a few key differences.
This time users can filter through multiple options to personalize their selection. Once they've made their choices, they can click 'Show Results,' triggering a loading bar that displays a percentage match.
Based on their selections, users will be directed to a results page showcasing a vehicle that closely aligns with their preferences. They can then compare all specifications in detail.
For example, if a car matches 75%, the system will highlight which aspects don’t fully align. A user may get their preferred wheels and motor, but the mileage could be slightly higher or lower than their original selection, meaning it's not a perfect 100% match.
Solution
Lets give Pre-Owned the attention it deserves
Our communication incorporates recycled material from previous campaigns, reversing footage to visualize the concept of going back to move forward and further establishing the focus on sustainability.
The goal of every ad was to bring new Visitors to Polestar's website.
