Arrival Digital UX

Generative Research

I used generative research to understand the different types of people and customers who would be using the van. I did this through depot observations, in-depth interviews and contextual inquiries. This resulted in a number of archetypes across different industries. Both commercial and consumer customers would be using the vans.

Outcomes: The archetypes were used to inform core customer needs and the priority jobs to be done for those customers. These insights directed the design of the HMI display, drivers app, API package and van configurator page. Creating a cohesive experience across all of these customer touch-points was the top priority. 

Evaluative Research

I led several rounds of A/B testing to guide the design of the van configurator. In partnership with the UX designers I started with high-level usability testing to identity obvious design flaws. We then progressed to testing with customer stakeholders in charge of purchasing.

Outcomes: Once we had fixed core usability, A/B testing allowed us to identify which UI designs would allow customers to buy a van as seamlessly and as pain-free as possible.