Škoda - Landingpage Proefrit

Designed a high-converting landing page to increase test drive bookings.

UX Design
UI Design
UX Research
Prototyping
Wireframing

Skills

Tools

Figma

From concept to execution

Designing a Showroom Experience for Increased Test Drive Bookings

I led the design of a landing page aimed at increasing test drive bookings by simulating a showroom experience. By deeply understanding the user journey and addressing pain points associated with booking test drives, we created a seamless and engaging digital experience that mirrors the physical showroom interaction.

Key Contributions:

  • User-Centered Approach: Focused on the target group—young couples seeking a spacious, practical car—to ensure that the design directly addressed their needs and emotions.

  • Strategic Design Thinking: Translated insights from user research into an intuitive and engaging user experience that guided users effortlessly through the conversion funnel.

Phase 1: Research & Insights

  • User Research:

    • Conducted in-depth research to identify pain points and opportunities in the test drive booking process, focusing on the behaviors of young couples looking for practicality and emotional value.

    • Analyzed key user motivations: desire for convenience, emotional connection with the product, and the need for easy access to information.

Phase 2: Concept Development & Strategy

  • Showroom-Inspired Experience:

    • Designed a landing page that mimics a showroom experience, allowing users to virtually engage with the product in a way that felt personal and interactive.

    • Focused on emotional engagement: The hero section features an evocative video, highlighting the car’s ability to facilitate joyful moments with loved ones while subtly communicating the key benefits of taking a test drive.

  • Strategic Content Placement:

    • Ensured that the content flow grabbed user attention immediately, delivering both emotional appeal and essential product information right from the start.

    • Designed clear calls-to-action that drove users toward booking a test drive.

Phase 3: Interactive Design & Implementation

  • Seamless Booking Experience:

    • Under the hero, practical content is positioned to demonstrate how easy it is to book a test drive, making it more accessible.

    • Integrated interactive elements that allowed users to explore the car’s interior virtually, enhancing their understanding and connection to the product.

    • Ensured the persistent CTA throughout the page made booking a test drive as easy as possible.

  • Mobile-First Design: Prioritized responsive design, ensuring that the experience was optimized across all devices to capture users wherever they were browsing.

Phase 4: Impact & Outcome

  • User Testing & Refinement:

    • Iterated on the design based on real-user feedback to ensure it addressed pain points, offered clarity, and simplified the booking process.

    • Ensured the design maintained user engagement from start to finish, with compelling imagery and copy resonating with the target demographic.

  • Successful Launch:

    • Upon launch, the landing page saw a significant increase in test drive bookings, directly contributing to the brand’s sales funnel.

    • The website’s improved conversion rates showcased the effectiveness of mimicking a showroom experience in a digital space.

The Test-Drive Landing Page

In consideration of the sensitivity of the client and the assignment, I am unable to share details of this project.