Vehicle warranty site redesign for SilverRock
Summary: Redesigning the website for SilverRock, a vehicle warranty service company, with the purpose of creating more opportunities for customers to initiate claims.
My role: Strategy, user research, competitor analysis, task flows, wireframing, prototyping, design system creation, UI design, UX design
Project background
Creating a more functional, customer-focused website
SilverRock approached our team to lead a website redesign in order to improve the self-service capabilities of their website. The previous website had limited functionality and didn't accurately describe the claim process:
Scope and constraints
We met with stakeholders to determine the initial functionality that we wanted to research and divided the requests into high vs low priority.
High priority
- In-network vehicle repair center map
- Improved homepage with mobile-first focus
- Robust FAQs and claims process information
Low priority
- Searchable FAQs
- Online chat
- Customer portal
- Testimonials and brand management
Process
Identifying friction points
With the help of our analytics department we found that users had the lowest exit rate from the repair shop map (22% compared to 47% on the rest of the site). We also saw that the current homepage did a poor job of routing the user to that page and a had a high bounce rate. With this in mind we wanted to create an easy route to the repair shop map throughout the site.
Conversations with current customers helped us identify other key areas of opportunity. The most common questions and pain points for customers were confusion around how the process worked and how to initiate a claim.
Find a shop task flow
Since the repair shop locator was such a key area of the site, I created a task flow for that process to ensure we were accounting for development limitations and the ways a user could "break" the map.
Lo-fidelity designs
Based on our research and business needs, we narrowed down the must-have items from our initial scope conversation to the following:
- Improving the repair shop map
- Adding a searchable FAQ
- Creating a mobile-friendly and functional homepage
- Expanding the explanation of coverage and process
- Adding a text message widget
Creating a design system
Once I had the site structure and content settled, I created a design system to build the foundation of the hi-fidelity comps and prototypes. These elements would be the building blocks for the rest of the site and future phases.
Hi-fidelity designs and prototypes
The hi-fidelity comps and prototypes came together quickly. I put together animated examples of different repair shop map functionality options to help with development conversations. I also built functional prototypes of the entire experience.
View the mobile prototype and desktop prototype.
