Mobile Car Configurator Case Study for UX Conference 2015
ŠKODA AUTO a.s., PMK, Tomáš Molnár a Jiří Suchý
21. 5. 2015
What is Car Configurator
SW Tool, where user can configure the car. What more to say 
New Fabia, so beautifull, maybe I could buy it…
I select Combi, and “Ambition” Equipment, my budget is limited
Red-one, of course, silver-like Wheels, lovely, and Engine…
1.2 might be enough, but shurely Manual Gear and Diesel!
And this Radio, this type of Climatization, this Navigation, …
The price is nice, I have some money left.
Lets add somehing more…
Do Users need Configurator in your mobile device?
Scenario 1
Special offer!
Oh, this is really special offer …
I was never interested in this car, but…
Where is my smartphone…
Three clicks, 15 seconds, …
Ok, SKODA is still much better choice for me
Less money for the even beter equiped car
Do Users need Configurator in your mobile device?
Scenario 2
Look, what I am going to buy you,
if you marry me…
.
Project Vision
We need Mobile Version of Car Configurator
Responsive version of Desktop Solution is not the way
Different Scenario and Target & Different Functionalities > Different UX and UI
Simple Configuration
Full Configuration
CLIENT WANTS
Quick info about car
Price and only basic features
Full range of features
All price alternatives
DESIRED FLOW
Start with any feature
Step by step – wizzard
TIME
Seconds, max Minutes
No problem with longer time
Price is Primary
Picture is Complementary
Picture all the time
CAR PICTURE
Project Vision
We look for UX approach for mobile which is
Intuitive
Quick
User can start with any option
Maybe everything on 1 screen…
And which use 100% same data as Desktop Version
To preserve clear transition between mobile and desktop usage
To save time & money in development
STEP 1
Equipment
STEP 2
Engine
STEP 3A
Color
STEP 3B
Wheels
STEP 4
Interior
STEP 5
Extra
Equipment
STEP 6
Varanty,
Service
STEP 7
Summary
Few taps/swipes
Up to 60 seconds
Basic UX Idea
Trask UX Design
Pavel Mach
“Continue as the first button”
Navigation Back
First choice is ever valid
“Grey” tiles means not valid
move
Counter for
logic change
No green CTA
Still visible price
Quick move
to first valid option
No valid = No Price
Happy Scenario
Finish
Configuration
1
2
3
Basic Configuration
Summary + CTA
Model / Equipment /
Engine / Color / Interior
Find Dealer / Order Test Drive /
Save / Share / Tech Detail / Picture / …
Load
Change
Configuration
4
Extra Equipment
Climatization / Radio / More
Safety / Wheels
12
Presentation Title, Department, Name, Date
1
2
Basic Configuration
3
Load
Summary + CTA
Finish
Configuration
Change
Configuration
13
Presentation Title, Department, Name, Date
4
Extra Equipment
How we proceeded
>1 year project
5-6 iteration for main UX elements
4 different project managers
5 different Graphic/UX designers
1 UX testing and many iterations
Usability Testing
Iteration of UX elements 1: Structure of the page
Iteration of UX elements 2: First Screen
Iteration of UX elements 3: Summary Page
Summary for I.Q 2015
Rollout runs very succesfully
7 Countries (BE, POL, NOR, RUS, FRA, CZ, ITA)
110 000 visits
Use of MCC is expected number, compared to Desktop
BE 5%, POL 6,7%, RUS 7,3%
MCC is easy and users finish configuration
in 78%, compare to more comlex tool on Desktop (50%)
Finished configuration / Visits
100,00%
90,00%
80,00%
70,00%
60,00%
MCC
50,00%
LifeCC
40,00%
30,00%
20,00%
10,00%
0,00%
Belgium
CR
France
Italy
Norway
Poland
Russia
Link to Live Version
Go to ŠKODA web with smartphone and click on “Konfigurátor”.
http://mobilecc-cloud.skoda-auto.com/cze/cze/cs-cz/