Problem

Improve user traffic and engagement in the comparison flow on carwale mobile & desktop websites.

Designing and introducing context based features at various stages of the user journey for the comparison flow.

for 40 million monthly users

*

48%

from 11% Clickthrough rate*

Clickthrough rate (CTR) measures how often people click on a design element after seeing it.
Customer Satisfaction Score (CSAT) guages how happy customers are with a product, service, or interaction based on a surveys.

7/10

from 4.5/10 Customer Satisfaction Score*

Solution

Impact

Features that enhanced the comparison user flow

From the user issues and research insights, the following key features were developed that improved the comparison of cars on Carwale

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CONTEXT

Carwale is a research platform designed to assist car buyers in making informed decisions by exploring various car models based on body type, budget, fuel type, and more. A key step in this process is comparing different car models that meet all their preferences. Comparisons cover a range of features, from appealing options to essential ones such as safety.

The current comparison process begins on the model page and concludes at the comparison landing page. However, this approach is not effective in providing users with the right information or in guiding them smoothly to the comparison page. The following sections will delve into these issues.

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Of buyers and seekers

Taking a look at the user issues and insights gathered to flesh out the problems faced by users while comparing cars

USER ISSUES

What users felt about the comparison flow on Carwale on both mobile and desktop, categorised into three major subheadings that covers most of the issues.

Navigation and User Flow

Discovery and Finding Cars

Information Layout

People quit after looking at just 2-3 cars

Hard to find other cars within their budget

Users resort to opening many tabs to compare cars

Too many steps needed to start comparing cars

Can't easily find similar cars matching their needs

Users get stuck when comparing similarly priced cars

Comparing cars on phones is frustrating and clunky

No clear way to discover new options within preferences on the website

People lose track of cars they've already looked at

People who compare 3+ cars are more likely to buy

Too much information thrown at users at once

The whole comparison process feels scattered and disjointed

Missing helpful suggestions while browsing

Users spend too long hunting for car features

Many quit after looking at just one car

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INSIGHTS

Based on the above mentioned user issues, insights were drawn and segregated in the following categories

How Users Behave

Most people leave after viewing car details
Many quit after looking at just one car
People who compare 3+ cars are more likely to buy
Most use phones but often give up there
Users spend too long hunting for car features

What Users Want

Car body type strongly affects their choice
Prefer seeing cars side-by-side rather than one at a time
Want personalized car suggestions
Need guidance while making decisions
Budget is a key factor in their search

Research Results

Users jump between many car pages trying to compare
Eyes wander searching for information
Important car differences often go unnoticed
People create their own makeshift comparison methods
Users want help making sense of all the information

Compare with

A sleek, scrollable table that effortlessly compares the current car model with similar options based on body type and budget aiding user discovery.

To go unto further details, directly compare with the shown options.

This approach gently guides users in understanding their investment options while broadening their knowledge, leading to more informed purchasing choices.