UX Case Study — Continuous Discovery at BAS World
Building trust with customers and creating transparancy to improve the overall experience of buying new and used vehicles, construction machinery and commercial vehicles.
Everyday thousands of users around the world search for their future transport vehicle or machine on BAS World. To bring this experience to life a bit more, we went on to search for the optimal Continuous Discovery set up for our Product Team and find out what our customers really want.
THE BRIEF
Provide viable solutions on how BAS World as a trading platform could raise the amount of transactions based on improving the user experience.
Working closely with the Product Manager, CRO Specialist and E-Commerce Specialist, we aimed to create a sustainable Product Discovery base for the entire Product Pillar. Identifying user problems first, from where we could decide on what opportunities we wanted to approach first.
ABOUT BAS WORLD
One of the worlds largest traders in trucks, trailers, machinery, commercial vehicles and plenty more. BAS World is a leading online trading platform aiming on mainly the European, South American, African and Asian markets.
With over half a million monthly visitors and over 10,400 acres of stock BAS World is one of the main drivers within the BAS Group. Innovating services within the industry and with over 25 years of expertise.
However the online platform itself is relatively young, being released in the third quarter of 2021. There is a lot to explore for our Products and many new business initiatives lie ahead.
CONTINUOUS DISCOVERY
“SHIFTING TO AN OUTCOME MINDSET IS HARDER THAN IT LOOKS.”
- Teresa Torres
METHODOLOGY
The first goal was to create an overview of our stakeholder map. Not only focussing on external customers but also on who do we need to include internally at what moment of time within the process.
With the internal stakeholder overview in mind we went on to interview highly involved teams like Pre-Sales, Sales and Marketing. Also confirming our strategy with them on us talking to users in a weekly basis. And figuring out how to inform these internal key players within the upcoming months.
The first two weeks we focussed on gathering information to start building our overview. Looking into +700 feedback forms and talking to over 15 different customers that purchased a vehicle within the past few months. Creating interview snapshots based on these interviews to help us synthesize our learnings and also being able to share these with our internal stakeholders.
Based on the gathered information we started mapping out the opportunity space and prioritizing them. Defining the outcomes and identifying respective branches, we divided our problem space into the following priorities:
- Purchase certainty
- Price transparency
- Vehicle findability
- Payment flexibilty
After prioritizing our assumptions in collaboration with the business, we decided to focus on purchase certainty. We believed this would not only ad business value on a short term but also add credibility to our fairly new way of trading within this industry.
KEY-TAKEAWAYS AFTER RESEARCH
- Our product detail page speed performance needed to be improved
- More emphasis on vehicle videos to show the state of the vehicles
- More information about purchase guarantee
- We need to provide better insights on the condition of the vehicle
IDEATION FASE
The main goal of the Design Sprint was to find out what would have most impact on improving buying with confidence. We found a few topics that were relevant to the PDP and decided to create a test in which half of our users would see a banner related to buying with confidence. When clicking on the banner a user would see a dropdown with the topics and be able to find more info by clicking on a topic.
Although the banner didn’t have a massive impact on the conversion rate immediately. It definitely gave us insights in what users where specifically interested in at this phase of their decision making. Gathering more information on how our inspection team performed an vehicle check-in.
One of the most discussed topics was the purchase guarantee. Hearing it back in most of the interviews, we were skeptical on implementing this quite impactful solution. Even though it quickly proved to be one of the most popular topics within the test.
WIREFRAMES & PROTOTYPES
With the page speed performance becoming a very important objective, re-designing the catalogue and product detail page and implementing the confidence topics were the next steps.
Starting with the product cards, by adding elements of trust here without creating clutter. Also seeking for an element in which we could test even more micro-copy in the future. This resulted in a slight re-designed version of the product cards.
Sections dedicated to the state of the vehicle and information on guarantee and dedicated banner space being added to the vehicle detail page. We sought for options to improve how photos and videos are displayed. This being one of the most important parts of the ‘buying with confidence’-process. Using AI from VisualEyes to review what would be a better method to display photos and videos without losing attention on the CTA, nor losing important information above the fold.
CONCLUSION
Creating a base for further discovery topics gave us the opportunity to pinpoint and improve our roadmap based on user research. We found a way to add business value without jumping into solutions based on assumptions. But instead using these assumptions to delve into even more possibilities.
This case was implemented within the OKR cycle focussed on improving user experience within the BAS World Commerce Pillar. Some of the details in this case study may be left out or a bit vague to protect intellectual property
