Concept Ideas
Throughout the conducted research I determined what could be possible solutions to the problem. As the design challenge states, I need to figure out how to make the configure/sign process as easy and in as little steps as possible without losing trust. Because I have a broad requirement list, it is to complex to go into detail on every part, therefore I established five primarily insights. These insights represent the requirement list as a whole, which give guidance through the conceptualisation process. The five primarily insights are:
Users play around with configurators and often return to change their first preferences
Users like/want to be guided through the configure/signing process
Users want autonomy while making choices
Users have difficulties with the terminology of certain products/options/variants
Users want a seamless experience on every device
Concept #1 - Autonomy+
The first concept was mainly focused on the autonomy of the user. As the insights states, users want to be able to make changes and have the possibility to make their own creation. I sketched a wireframe which displayed an example of a very high autonomous interface. As you can see, the interface provides dozens of options for the user. The image of the car is always centred, so users directly see what kind of adjustment they made. The summary next to it, give extra feedback on what the adjustments did to their contract costs. At the same time, all chosen options are intermediately changeable from the summary. To give a little guidance, the breadcrumbs tell the user which part is being configured. Lastly, the configurator options are designed metro UI, in which the options are always displayed within the resolution of the frame. This means that both the configuration options and the car are always displayed, which contributes to fewer clicks and cognitive load.
Concept #2 - Q&Onboarding
Secondly, I thought of a more personal way to find a car. As there are people who already know what direction they head in, others may use some guidance. In terms of guidance, I created a Q&A onboarding. The Q&A is made for the browsing user who does not know yet which car fits their needs, but can also play a part for users who have particular questions. From the start, users get a questionnaire of three to five questions which should determine a selection of possible cars. When the questions have been answered, the EBP makes a selection for the user. The answers from the questionnaire are used as defaults for the filter options later in the process. Users still have the possibility to change their answer then.
Concept #3 - Sensing vs Intuition
The third concept I came up with, was a more general way to organise the content based on personalities types. My MBTI research showed that are two ways people receive information. On the one hand, people are sensing, which means that they are likely to read all the information and they want to be informed as best as can. On the other hand, there are intuitive people, who are more likely to play around and make decisions based on what they see. To satisfy both personalities I created a way in which users have the option to choose either to take a long tour, with a lot of different content to explore every detail or directly dive into the configurator. The long tour would contain detailed product pages with inviting copies that create both excitement and inform the user. The intuitive user directly has access to the configurator in which it can learn by clicking around.
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