PROJECT
Web Design and Campaign
TIME AND TEAM
2023
Solo UX-Designer in a team of 7.
ROLE
UI/UX - Motion Design - Data analysis
CONTEXT
Polestar came to us wanting help with highlighting their Pre-owned segment. Their vision for Pre-owned is to feel just as Premium as their other models. As the UX Designer for this project, my primary objective was to enhance the user experience on Polestar's website, while adding that touch of premium.
DESIGN CHALLENGE
Improving a specific part of a Website that is already designed and well defined.
Adding new features and suggestions that still matches the tonality of the brand while also adding the premium essence that Polestar was looking for.
Navigation
Reduce the amount of clicks
Decreasing the clicks
To highlight the Pre-owned segment the first step was to reduce the amount of clicks the users have to go through in order to find the section. Currently it is three clicks just to find Pre-owned within the menu.
However, once the user click on Pre-owned they are sent to the page where they can view all the Pre-owned cars currently in stock. This isn't a very Premium experience, and most importantly - it does not provide any information about the benefits of a Pre-owned car.
So how would a user find the information-page related to Pre-owned? I mapped out the user journey down below.
Confusion around step 4
The second pain point I identified was confusion regarding Step 4. In order for a user to reach the information page they have to press the "Go back" button.
This set out my first user test with the hypothesis that users do not understand that they will reach the information-page for Pre-owned when clicking on that button because of the unclear UX copy.
"What do you think will happen when you click on the Go Back-button?"
My improved user journey
Having the users confirm that the navigation is unclear and confusing I made a improved user journey with fewer steps which led them to the main Pre-owned information page right away.
Data analysis and conversion
Okay, but can users access Pre-owned in other ways?
Yes, actually! If users click on Polestar 2 in the menu they will find themselves with these three options:
