Device Trade-In Consumer Experience
An innovative approach to online trade-in.
The problem
Trading in devices online - like laptops - is not easy. E.g. the conversion rate on Dell.com's 'trade-in' website is below 5% for those consumers that started the process.
Results
The initial redesign increased the conversion rate 6x and improved customer satisfaction. As a result thousands of additional devices are returned every month, generating significant revenue.
Actions
Performed research, which led to the following key insights:
The low conversion rate of the standalone 'trade-in' website is primarily caused by the process not being user friendly.
Main reasons for it not being user friendly are: It's a long process, has hard to answer technical questions, and unexpected layout and navigation challenges.
In addition, the current flow requires the user to provide contact information prior to receiving an estimate. This is a major dissatisfier and causes most consumers to abandon at that point.
Decided on a roadmap approach:
Redesign the trade-in website to improve conversion rate (now).
Include trade-in as part of the buy flow (later).
Created comprehensive current & ideal journey maps capturing all stakeholders, job-to-be-done, emotions, friction points, alternate paths and extracted the design direction.
Design direction:
Full screen application to allow for better experiences on web and mobile.
Remove friction through automation.
Make it easy to trade in multiple devices.
Make the process fun and engaging.
Redesigned the trade-in website:
Created a responsive experience across web and mobile.
Reduced the number of steps and complexity significantly by automatically detecting device information.
Made optional decisions truly optional, but fun to explore.
Provided an estimated value before contact information is requested.
Added ability to compare with competitors.
Before...
After...
My role
I was the sole researcher and designer of this platform. I collaborated closely with various internal stakeholders including product managers, development leads, sales, strategy and marketing. All actions taken are my own.