Project Description

Study Type: In-Person & Moderated

Device: Desktop & Mobile

Industry: Automotive

Project Description

The new design of the Kia’s configurator (Build & Price Tool) resulted in decreased conversion rates shortly after launch and made it necessary to conduct user research to uncover the usability issues. We conducted an in-person and moderated study in a lab setting with a sample representation of the target audience as well as competitors. Both desktop and mobile versions of the tool were tested to identify hurdles in completing key tasks while using a complex tool on those devices.

Key Insights

In addition to identifying usability issues in configuring a vehicle using the tool on desktop and mobile, we found that users prefer and are more successful in using the mobile version for complex tasks and interfaces.Furthermore, ease of use and experience ratings confirmed our findings as they were higher for mobile than desktop. This is mainly due to the fact that the mobile interface is cleaner, less complicated and promotes an easier selection of different vehicle options.