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Connected Car
Enrollment Flow

Client 

CUPRA

Industry

Automotive

My Role

Time Spent

UX Writer

1.5 months

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*This flow is still as-yet-to-be released, so I’ll highlight only the relevant, already released, details.

The product

The onboarding and enrollment flow of a connected car app. The purpose of the app is to give the user remote access to some functions of their electric vehicle.

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Process

I referenced the tone of voice scale in our style guide to determine the most appropriate tone for this series of text. 

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Then, I broke down how to manage the project itself.

Target achieved

Taking the guesswork out of a confusing enrollment process.

Challenge

In order for the user to fully incorporate the functionalities into use, the user needed to undergo a lengthy enrollment process that saw many users getting frustrated and abandoning the app entirely. This project asked for a complete revision of the text that already existed in the app’s enrollment process. This meant that I needed to make an audit of the existing text and update it or change it completely.

The challenge in this project was that the client realized that the users were facing elevated levels of frustration while onboarding the app, but didn’t have any metrics to offer about the specific points of frustration. Our advice as an agency was to reduce the number of screens overall, and to create a more transparent and user-friendly enrollment process. The client’s proposal was that the first point of improvement was to try to clarify the copy and make it more user-friendly.

  1. We needed to propose a project end date, but realistically we only had less than 2 months to finish the process. I broke down the project into manageable steps in order to :
     

    • make an analysis of the problem to be solved

    • propose a solution based on the analysis

    • implement the changes proposed, and incorporate client feedback as necessary
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  2. Once this was complete, I made the preliminary changes. This included macro-level changes such as:
     

    • ensuring that the English across the screens was unified and in UK English

    • Brand voice in the app was evident and consistent

    • Tone of voice in the app screens was appropriate for the text that it was speaking to (in this case, legal texts and prompts to guide the user through the enrollment journey)
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  3. After this step, I made the next set of revisions, which incorporated micro-level changes:
     

    • Making sure that “Consent” descriptions followed the same pattern so that they were predictable to the user

    • Ensuring that CTAs are uniform throughout the process if they are asking the user to complete similar actions

    • Ensuring that the directions that the user is being asked to follow make it easy for the user to actually complete that action

Special cases to consider:

One of the steps in the enrollment process posed a particular challenge. The user would need to complete their personal verification from both their (1) mobile phone, through the app, and (2) “infotainment system” located within their vehicle. This was a challenge because of 2 particular cases.

Case #1:

It was not clear what an “infotainment system” was to a user outside the industry. Also, it was not clear in this step that the infotainment system was involved in the process. 

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Case #2:

For the user to verify themselves as a primary user, they needed to go through multiple steps. Moreover,  within the  multiple steps, there were separate locations to operate from (i.e. the "infotainment system". There was very little text to guide the user in achieving the verification process.

Screenshot 2023-04-20 at 17.31.56.png
Proposed solution:

  • Create an A/B test to gather internal feedback about the 2 proposed sets of guidelines. These guidelines included:
     

    • More user-friendly language that changed the tone to one of trust and care for the user​

    • Broken down steps into more explicit instructions, detailing the actions to be taken within each step.

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Screenshot 2023-04-20 at 17.31.31.png

In conclusion: 

Proposed Solution:

  • Provide context for the user by using descriptive language, detailing location (”within your vehicle”), physical attributes (adding “screen” after the keyword “infotainment”) 

    • More on this in Case #2

After gathering feedback, I implemented selection A, which had:
 

  • ​​a more detailed idea of what the infotainment system was and where to find it

  • more user-friendly language that conveyed more trust and neutrality

  • 2 clearly labeled main steps, with directions labeled as bullets underneath

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Some takeaways:

  • Shorter isn’t always better.

 

  • From the outset, I had hoped to streamline much of the existing copy, but what resulted was that certain areas of the text needed a bit more explanation or a line break to give the user a visual rest.

 

  • Most notably, it remains to be seen if the user will have an easier time understanding the more explicit instructions of a multi-step process.

  • Sometimes you just have to work within your constraints.
     

  • By no means was this a perfect project, and I would have liked to implement a progress indicator (e.g. a graphic or “Step X of X”) at the very least. But given how the division of roles were set up it was challenging to make any design changes at this stage in the process.

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