Previously crafted consumer-facing mobile, web, and TV products across AI-powered healthcare, entertainment, and marketplace platforms.
Start listening . 5 mins
TIMELINE
Q2 2025 - Q3 2025
COMPANY
Motorway
ROLE
Product Designer
BUILT WITH
Amazon Brand Innovation Lab
At Motorway, our core business relies on connecting car sellers with buyers. While our platform successfully attracted users interested in valuations, we observed a critical bottleneck: a staggering 50% drop-off rate at the personal information entry step during sign-up. This wasn't just a conversion metric; it represented a significant loss of potential inventory and revenue for the business.
Addressing this specific friction point presented a clear business imperative. By improving this step, I projected converting an additional 2,000 leads into active users weekly, directly expanding our car inventory pipeline and significantly boosting sales potential. My initial analysis suggested a 0.8% to 5% increase in overall conversion could be realised through some strategic changes.
Current sign up flow
While our analytics clearly pinpointed where the problem existed and the potential uplift, they didn't illuminate the critical 'why' behind user behavior or 'what' solutions would truly resonate. To drive meaningful business impact, we needed to move beyond surface-level data and gain a deeper understanding of our users' motivations and apprehension at this crucial stage.
[Beyond the funnel]
Through extensive qualitative research, including in-depth user interviews and analysis of customer support interactions, we uncovered the core reasons for this drop-off. Users consistently expressed apprehension driven by three key factors:
Trust: Users were hesitant to immediately share personal information solely for a car valuation, indicating a fundamental lack of trust at this early engagement point.
Motivation: Many were in an exploratory phase, merely curious about their car's value rather than fully committed to selling. The account creation step felt like a premature commitment for their current motivation level.
Comprehension: A significant portion of users arrived directly at the Motorway site without fully grasping our unique process or the benefits of creating an account, leading to a comprehension gap that hindered their progression.
[From Insight to Impact: Designing for conversion]
To translate these insights into concrete solutions, I leveraged the conversion.com Lever framework, focusing on key drivers like Trust, Usability, Comprehension, Motivation, and Cost.
This allowed me to generate a diverse range of hypotheses aimed at directly addressing our identified user apprehensions.
Then to ensure we pursued the most impactful and resource-efficient solutions for the business, I systematically evaluated each design concept using the ICE (Impact, Confidence, Ease) scoring model, prioritising those with the highest potential for driving conversion uplift with manageable effort.
[Impact]
To address sign-up conversion friction, I designed and proposed 5 solutions. While our A/B test is still underway, qualitative user feedback and early directional metrics suggest an improved user experience and comprehension at this stage. We anticipate this enhanced clarity will lead to a significant uplift in sign-up completion and, ultimately, a positive impact on key downstream metrics like car offer acceptance and revenue generation. My contribution focused was end to end from data analysis to find the opportunity, all the way to fesigns. We expect definitive results by July.