Helping customers make better decisions
Using a variety of user research methods with Suzuki customers, dealers and staff we identified key features to facilitate better decision-making for customers.
One of these features helps customers overcome one of the more common challenges online: distinguishing how big a vehicle is in relation to another vehicle.
By using easily comparable images, with additional information such as number of doors and price, we found that customers could much more quickly narrow down their choices and find the car that was right for their needs.
Customers also find it difficult to understand the value of buying a more expensive version of their chosen car when online. Most websites display this information over multiple pages, or feature lists, which makes it difficult to make comparisons easily. We implemented the ability to make comparisons side-by-side that visually differentiates which key features become available as the price increases.
We also solved the design challenge that many car sites have, which is over complicated car configurators that aren’t linked in any way to the next step in the sales process. By adding a “Send to Dealer” button Suzuki customers can send their tailored choice of car to a local dealer and to also arrange a meeting, creating a seamless customer journey from online to offline.