Onto
Onto wanted to revolustionise the notion of car ownership with all-inclusive electric car subscriptions. To scale quickly, they needed an enhanced redesign of their customer onboarding and car booking experience.
Full case study available on request.
Onto wanted to revolustionise the notion of car ownership with all-inclusive electric car subscriptions. To scale quickly, they needed an enhanced redesign of their customer onboarding and car booking experience.
Full case study available on request.
Role
Senior Product Designer
︎︎︎UX/UI
Results
0.8% increase in conversion rate
-30% reduction in customer service enquires
-6% customer acquisition costs per month
Senior Product Designer
︎︎︎UX/UI
Results
0.8% increase in conversion rate
-30% reduction in customer service enquires
-6% customer acquisition costs per month
Problem
Electric cars were alien to the average consumer and Onto was finding it difficult to onboard a healthy number of customers.
Two funnels, registration and self booking had previously been merged without any UX considerations. The previous booking experience felt dated and unintuative.
Electric cars were alien to the average consumer and Onto was finding it difficult to onboard a healthy number of customers.
Two funnels, registration and self booking had previously been merged without any UX considerations. The previous booking experience felt dated and unintuative.
Design strategy
Gathering existing metrics formed my initial understanding of the current user journey. After which we devised a strategy on how to measure success and how we would ensure what we build serves both customers and the business vision.
Through customer interviews and engaging with the popular Onto community, we found ~70% of people initially dropped off due to there being no context of what happens next.
In the spirit of cross-functional collaboration, I held feedback sessions with Customer Service, Marketing and Operations teams to get an alignment on what the user journey needed to do from a business perspective.
Gathering existing metrics formed my initial understanding of the current user journey. After which we devised a strategy on how to measure success and how we would ensure what we build serves both customers and the business vision.
Through customer interviews and engaging with the popular Onto community, we found ~70% of people initially dropped off due to there being no context of what happens next.
In the spirit of cross-functional collaboration, I held feedback sessions with Customer Service, Marketing and Operations teams to get an alignment on what the user journey needed to do from a business perspective.
Card sorting task for customers to create their ideal journey. 
Journey map analysis w/ potential opportunities.
Psedo-personas created from real users to better visualise our target audience and help stakeholders stay aligned.
Wireframe prototype testing with core and regular users.Design iteration
I ran activities including workshops, card sorting, surveys and moderated/unmoderated tests of our early ideas and prototypes. After iteration, I then held further customer user testing sessions to further validate the high-fidelity designs.
A KPI that we wanted to implement was CSAT scoring, so this was done using a 3rd party tool to ask users how successful their reg and booking experience was.
Post-build, we stress tested the flow in a dev environment and worked with engineers to fix any bugs. We also tested API connections ensuring all were working as expected.
I ran activities including workshops, card sorting, surveys and moderated/unmoderated tests of our early ideas and prototypes. After iteration, I then held further customer user testing sessions to further validate the high-fidelity designs.
A KPI that we wanted to implement was CSAT scoring, so this was done using a 3rd party tool to ask users how successful their reg and booking experience was.
Post-build, we stress tested the flow in a dev environment and worked with engineers to fix any bugs. We also tested API connections ensuring all were working as expected.
Full case study available on request.
Team:
Senior Product Designer - Jordan Williams
VP Product - Ayman Hafez
Product Manager - Carenza Harvey
FE Engineers - Rico Sobers, Ian Moss
BE Engineers - Nish Chandradas, Rich Kirsch
Senior Product Designer - Jordan Williams
VP Product - Ayman Hafez
Product Manager - Carenza Harvey
FE Engineers - Rico Sobers, Ian Moss
BE Engineers - Nish Chandradas, Rich Kirsch