To strengthen the business relationships between Polestar and the platforms that sell car brands, including Polestar, I was tasked with evaluating the customer journeys on both sides. My goal is to gain insight into how we communicate trade-in offers to our customers and to determine the most effective way to convey these messages on our partners’ platforms, such as Cars2Click.
Problem Overview
Partners require support in helping their customers comprehend the trade-in process. Additionally, we at Polestar must ensure that the customer experience is seamless, facilitating easy navigation to our partners’ websites.
S.T. (tasks) A.R.
My role is summarised in those four major key areas
Seamless integration for end-users, ensuring a fluid transition that begins on our platform and continues onto theirs and vice versa
S.T.A. (actions) R.
Having a bird-eye view on the main core problem was essential, and for that I went on three action strategies for the challenge
Audit
I began by analyzing the messaging on Cars2Click website to assess the user experience and identify key needs. This included evaluating the UX storyline, tone of copy, and visual elements.
I then moved on to our own site to evaluate entry points and determine how to introduce the topic clearly and seamlessly.
The partners implemented a website design based on data they
were unable to analyse. To grasp the broader context, I conducted
a workshop to understand the core storyline of the page
Analyse
The workshop generated numerous insights, with participants showing high engagement and satisfaction with the experience.
I began analysing the resulting data and formulated a preliminary proposal for a new feature that provides users with a clear guide on trading in their old vehicle for a new Polestar.
Coordinated closely with our business managers to guarantee that the development and deployment of user experience solutions for our partners align with the overarching account strategy
Advise
Giving our partners a complete strategy direction when it comes to offers with Polestar, helping them in their messaging towards their users and to craft experiences that could elevate their business.
Working on two planning modules, I showcased to our partners
different planning strategies so we can onboard the new design
to their internal teams
New story direction
After closing on the discovery phase, aligning with partners and internal stakeholders, the new story will have the new message communicated around the following
Create an account where customers can upload photos to show the condition of their used car. Following after that a valuation would go to check the estimate price
Customers receive an estimated offer based on the information provided
Final design
The final design on the Polestar website provided a coherent roadmap for guiding customers interested in trading in their old car for a new one.
This design was crafted to convey a clear narrative, supported by content that seamlessly directed customers to the external partner.
The designs on the final partner’s side are managed by their team and integrated into their design system. We provided them with documentation guidelines to refine the current experience based on insights gained during the discovery phase.
S.T.A.R. (results)
The new designs had major impact on both websites leading to
