Electric Vehicle User Research & Quiz
With electric vehicles becoming the new norm, we aim to reinterpret Subaru messaging by looking through the lens of the mid-funnel shopping process and demand generation to optimize the vehicle selling page and website shopping experience
Project Goals
Explore consumer expectations for an electric vehicle online shopping experience through user research in three markets
Understand motivations and contributing factors surrounding the purchase of an electric vehicle
Aid consumers in finding the right Subaru vehicle while also providing education on electric vehicle options
Competitive Analysis
1. Examination of competitor’s tools for electric vehicles
2. Implemented similar stylistic elements
3. Found that 3-5 questions was best for user retention
4. Multiple choice style questioning creates ease of use
User Research Methodologies
Format
Individual prototype usability test sessions conducted in person
Method
Multiple rounds of feedback in multiple markets
Round 1 (Denver) Exploring initial themes of understanding then develop recommendations for next prototype and study iterations for validation
Round 2 (Seattle & NYC suburbs) Validating initial findings against an iterated prototype and study in two different markets
Markets
Recruiting: n=5 for 4 desktop and n=5 for 4 mobile.
Age 30-65 years
Income $50,000+
In the market for a new car or have purchased in the last 12 months
Non rejecters of Subaru
Quiz Question Mapping
4 questions in total (vehicle type, useage, features, average mileage)
Completion with recommended vehicles leading to build and price page
Navigational Updates
Updated “Help me find the right Subaru”
Old Navigation
Quiz Prototype
