Case Study: Quick Compare Feature to Boost Flux App Conversions
This Quick Compare Feature is simplify decision process, eliminate user friction, and drive more users to the car detail page by increasing conversion rates from browsing to booking.
Timeline: 1 week | Process Followed: Competitive Analysis, Guerilla Testing, Design Thinking, User Flow, Designing UI, Prototyping
Introduction
As the year comes to an end, I’ve been reflecting on the many case studies I’ve worked on over the past months. While I’ve been meaning to share them on Medium, life always seemed to get in the way. But I made a promise to myself: “Aye Ryda, you’ve to publish at least one before we step into 2025. And here I am, keeping that promise :).
This particular story takes me back to when I was interviewing for the Lead UX Designer role at Flux. For those unfamiliar with Flux, they’re a platform revolutionising how people access vehicles. Curious? You can check out their website here.
During the interview process, I was given two case study tasks, one of which was:
“Identify ONE feature to improve the UX in our Checkout Flow, specifically to increase conversion rates from the Browse Cars Page to the Book Page on mobile devices.”
I had just one week to tackle this task — from brainstorming and wireframing to delivering a high-fidelity prototype. I wanted my solution to make a real impact, one that would simplify the user experience while addressing a critical pain point.
And so, the idea for the Quick Comparison Feature was born — a feature designed to transform the way users browse and book cars, making their journey seamless and frustration-free.
Empathize
Before jumping straight into solutions, I always start by empathizing with the user’s experience. It’s about stepping into their shoes to understand how they feel. What do they love about the app? What frustrates them? What are they hoping to achieve? By identifying what makes them go “ugh” and uncovering their expectations, we can craft solutions that truly address their needs and make the app better for everyone.
Guerrilla Testing
To gain insights into current user pain points, I conducted Guerrilla Testing with ten of my peers, using quick user interviews. Given the tight deadline, I had to work swiftly, but this approach provided valuable feedback to guide my next steps.
Findings and the Problem
From the feedback gathered during user testing, a recurring issue quickly surfaced:
Browsing cars online can feel overwhelming.
Users often struggle with the complexity of comparing specs, understanding subscription plans, and making sense of pricing.
Here’s what I discovered:
The Challenge:
Navigating back and forth between multiple car options is a repetitive and cumbersome process.
The Impact on Users:
- Frustration:
9 out of 10 users admitted they lost track of comparisons, leaving them stuck in a never-ending loop. - Decision Fatigue:
Every single user (10/10) reported feeling overwhelmed by too many choices, which led to hesitation or even abandonment. - Drop-Offs:
Faced with these issues, users were more likely to leave the platform to compare options elsewhere or delay their decision altogether.
The Bottom Line:
Only 1 in 10 users transitioned from browsing cars to booking them. This showed a clear opportunity to improve the user experience and address these pain points directly.
The Idea: Quick Comparison Feature
To solve above pain points, I proposed introducing a Quick Comparison Feature, designed to:
- Simplify the decision-making process by allowing users to compare cars side-by-side.
- Eliminate friction by keeping users on the platform and reducing unnecessary navigation.
- Drive users from the Browse Cars Page to the Book Page, boosting conversions.
Here’s the user flow I’ve proposed…
Why This Feature Matters
- Simplifies Decision-Making
The feature provides an easy, side-by-side view of key details — helping users quickly weigh their options without endless backtracking. - Reduces Bounce Rates
With an intuitive comparison tool, users are less likely to leave the site to do external research. Keeping them engaged means keeping them closer to booking. - Drives Conversions
By streamlining the process, users feel more confident in their choices, leading to higher conversion rates. - Increases Engagement
Interactive tools like this add value to the browsing experience, encouraging users to explore further and stay longer. - Reduces Decision Fatigue
Simplifying comparisons minimizes user overwhelm, making decisions faster and more enjoyable.
Finally, here’s the final prototype:
The Impact
The Quick Comparison Feature has the potential to:
- Boost Conversion Rates:
With side-by-side comparisons, users feel more assured and are more likely to move forward with their selections. - Reduce Drop-Offs at Checkout:
When users make informed decisions upfront, they’re less likely to abandon the process later. - Build Trust and Satisfaction:
Transparent comparisons build confidence, leading to better user experiences and positive word-of-mouth. - Increase Average Order Value:
Highlighting premium features can nudge users toward higher-tier options.
Reflections
This task was more than just a design exercise — it was an opportunity to dive deep into understanding user pain points and crafting a solution that aligns with both business goals and user needs.
I’m proud of how the Quick Comparison Feature addresses decision fatigue and friction, and I believe it has the potential to transform the car browsing experience into something intuitive, efficient, and delightful. Stay tuned for my next post.
