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UI/UX Design

Gogoro - Build Your Scooter Optimization

Overview
Building your scooter is one of the main functions of Gogoro’s official website to interact with users. It allows users to simulate the scooter models and accessories they are interested in online. Due to adjustments over the years in response to business needs, this function has not been able to achieve the original expectations. So the first task assigned after joining Gogoro was to use the existing resources at hand to propose a revision proposal for building your scooter.
  • Role
    UI/UX Designer
  • Duration
    3 weeks
Challenge
In order to avoid the leakage of business secrets, Gogoro’s scooter naming and classification method is relatively obscure, and it costs me more time to understand it at first. In addition to the optimization of the operating interface, managers also expect to see more motivations for optimization, such as website performance, impact on various departments, sales benefits, etc. Considering about business perspective, it is a big test to help users understand the differences between scooters and to independently sort out various motivation datas other than interface design.

Pain Points

Step1
Select Scooter
The first step in building your scooter is to choose a scooter. Generally, the most important thing when choosing a scooter model is not only the appearance, but also the clear classification and price. From the top, you can see different scooter size, repeated scooter models, and unknown banners. These will affect the user's choice of scooter, and they will not be able to choose a scooter comprehensively. Repeated and confusing information presentation will affect users’ judgment in scooter selection.
Step2
Choose Color
The second step is to choose the color. The obvious amount on the upper right can easily be thought of as the scooter price, but it is actually the "government subsidy amount." After asking, it was indeed the scooter price, but it was changed to the subsidy amount due to business considerations.

The scooter color selection section below also includes the function of switching to other scooter models. Although it is more convenient for switching in this way, it also limits the space for "selecting colors". Irrelevant information and duplicate functions make simple steps complicated.
Step3
Accessories
Before entering "Accessories Selection", you must scroll down to see the "Next" button, and it is presented in a light gray style. It is very easy for users to mistakenly think that they need to switch tabs or click on the "優惠試算" in the upper right corner.

在When selecting accessories, some accessories have pre-purchasing restrictions. For example, you must buy A before you can buy B. However, the system only prompts through text. So users have to memorize the name and scroll down to find it after dismiss the prompts. The steps of flow and the system prompts are not friendly enough, and the operation smoothness is very poor.
Step4
Submit Quotation
The last step is "Discount Calculation". After clicking the button, a window will pop up to display complex government subsidy forms and personal information fields. As the last step of "building your scooter", there's a huge gap between the result and the user's expectations.

Even if the total price cannot be displayed due to business considerations, filling in such a complicated form will discourage people from doing so, and will not benefit either the user or the company. The cost to complete the process is too high, inconsistent with the user’s initial expectations, and the conversion rate is very low.
Google Analytics
In order to understand the current completion status of building your scooter, we specifically asked front-end colleagues to provide GA data from the past two months. It can be seen that the average conversion rate is less than 1%, and even the conversion rate of natural search is very low, so there must be some problems with the process.
Stakeholder Interviews
In addition to the pain points in the interface, I also had to find out if there were other motivations for optimization, so I chose to arrange interviews at Gogoro stores, starting from the interaction between front-line sales staff and customers, to see whether it's useful in the entire transaction process. And extend the questionare to how "building your scooter" affect sales and customers.
How
The main purpose of the interview structure was to understand the daily process at the store and the interaction with customers, and then extend to related questions about the official website and building your scooter. I planned all interviews alone, visited 4 stores in total and conducted 6 interviews, including store managers and senior sales.

The following is divided into four key points, clarifying needs, assisting tools, common pain points, and interview observations.
Needs
The questions asked by each store's sales when exploring customer needs are similar, but the order is different, such as commuting or leisure use, how far they ride, preferred scooter weight, whether they have ever ridden a gasoline motorcycle, and of course the last important budget considerations. Understanding customer preferences and needs can be systematized
Assistant Tools
During the interview, it was found that in addition to scooter-related issues, the sales also needs to help customers eliminate other concerns, such as the style of accessories, the convenience of battery swapping, the difference with gasoline motorcycles, etc. Some concerns are also caused by the lack of clear information from the official website.

Therefore, the various functions of the official website are tools that are often used by businesses, and even senior store managers will make their own presentations to explain them. If the functions of the official website are properly designed, it will be helpful to the communication between sales and customers.
Common Issues
Most of the feedback from store sales on the functions of the official website is that there is a gap between information and actual needs. For example, it is impossible to understand the actual use effect of accessories, not sure how to find a suitable scooter model, inefficient use of specification comparison tables, etc. The impact of the function on the official website on the store cannot be underestimated. It can be a tool to assist communication, or it can increase the business burden of communication and clarification.
Summary
It can be seen that the positive benefits to optimize "building your scooter" are not only a fun experience for users, but also It can reduce communication costs on the store side and improve sales performance. If it can be combined with the order system, it can even improve overall operating efficiency. When the sales receives customers, it is like the offline version of building your scooter. Therefore, if we can show the value of building your scooter online, it will definitely reduce the burden on the store and increase the willingness to buy.
Optimization Strategy
Based on the pain point analysis and interview observations above, we will focus on the revision to allow users to have a relaxed and interesting attitude when building their own scooter. It can also help users find a suitable scooter model and generate interest in the process. Finally, according to their needs to provide flexible goals to increase conversion rates. Contact with curiosity and playfulness, generate interest in the process of creation, and finally provide options that create a win-win situation

Select scooter and color

Pictures are not the only focus while building a scooter online. It is more important to convert the scooter's performance and specifications into a method that users can easily understand and further filter.

Can't decide?

Tell us your preferences and we will recommend a scooter model for you.

Scooter Accessories

Choose scooter accessories

Grouping, Friendly, Easy

Grouping accessories to browse the same type at once. If you need to purchase additional pre-installed accessories, they will be displayed directly in the pop-up.

Take it easy

Fill in your email address and you'll get a quote for the scooter. And you can add it to your favorite first, we will notify you if there are any purchase discounts!

Users will have different expectations and needs based on their purchase intentions. Therefore, providing corresponding entrances can increase the conversion rate of the entire process.

Mobile Design

Mobile device

Quick swipe

Just one finger swipe to quickly browse accessories.
Quick Swipe

Other
Mobile UI

Learnings

Before joining a product company, I always wanted to understand how the product company uses the resources to optimize products. Although this is not a formal project, I also took this opportunity to use store resources and analyze data to collect and verify.

Even this is just a proposal project, I personally enjoy the process of arranging actual interviews and using these opinions to optimize the product.

Next Work

Gogoro Dianostic System - Optimization

UI UX Design