Trade-In Program UI Flow
The Problem
An internal business team's trade-in program was creating customer confusion due to lack of clarity. I was brought on the project to articulate and clarify program requirements. I quickly ascertained that various internal partners and business teams were attempting to add too much information on a single screen, and an easy-to-understand cadence of click-through actions could provide the much-needed clarity that this program needed.
The Process
Partnering with internal teams such as CRM program leads, our dev team and designers, I directed and wrote a linear flow that walks customers through the process. In addition to a clear landing page, the flow also provides a means for customers to determine the worth of their old trade-in device, a quote page to further incentivize pre-enrollment, and an opportunity to save the quote in case they haven't officially begun the program. I also wrote the email content that was sent to customers who enrolled in the program.
Program Landing Page:
Clearly states next steps in subsequent order.
Call to action informs customers that the program requires multiple steps.
Quote Entry Page:
Allows customers to determine the value of their trade-in with three drop down actions and three radio buttons to provide an estimated price point.
Quote Reveal Page:
Customers receive the value of their trade-in and are given the option to save the quote for later use - even if they haven't purchased their new device or officially began the program. This also provides a good teaser to customers unsure of the value of their old device.
Saved Quote:
Email Entry Page: customers provide their email address to be sent reminders as well as additional program enrollments.
Saved Quote Confirmation Page:
Offers clear incentives for customers to pre-purchase device before official release date.
Saved Quote Confirmation Email:
Provides customers with a personal ID number and specific directions for next steps.
The Solution
Although a streamlined UI flow couldn't overcome some of the inherent challenges facing this particular program, my recommendations caused a lift in user preference as well as clarity. Because this was a quick-turn project I didn't receive the final email comps - I'd recommend the next iteration to include images.