RAM Trucks Towing Guide
Razorfish
My Role
Visual Designer — Visual Design, Interaction Design, Rapid Prototyping
Overview
Stellantis approached our team at Razorfish with a fun challenge.
Their Towing Guide tool, designed to assist customers in finding the right truck for their needs and helping RAM truck owners understand their vehicle's capabilities, wasn't working as well as expected.
The redesign resulted in a new experience that allows customers from any stage in the sales funnel to find the information they're looking for when it comes to a RAM truck.
Team
Mirza Sakovic, Creative Director
Bruno Peres, UX Designer
Daniel Lee, Visual Designer
Software Engineering Team
Timeline
May 2021 - November 2021
Challenge
Stellantis (formerly FCA) wanted to redesign the Towing Guide tool to allow users from various funnels to quickly find answers to their towing questions as well as to customize the appropriate vehicle for their needs. Their "one size fits all" solution wasn't solving their customers' diverse needs and they quickly realized that they needed a better solution for the long run.
Problem Statement
The tool as currently implemented has a few short comings which need to be worked on, to allow buyers to make towing decisions and purchase the correct vehicle based on their personal or professional needs more quickly and efficiently. Prior to the redesign, the tool:
Is unclear as to who the intended audience is
Only helped people via Vehicle Identification Number (VIN) which only accounts for one group of users
Was not user friendly to buyers who were searching for recommendations
With these issues, it became quite difficult for a user to navigate the tool because it was an all-in-one type solution that offered one solution/flow for varying types of users.
After discussing with the larger team, we aligned on the following for what we wanted for the desired state:
Ability to show accurate information to help aid all parts of the sales funnel
Ability to assist user in selecting the best automotive product for their towing needs
Provide a substantially better User Experience (UX)
User Flow
In order to fix some of the problems mentioned above, we decided to revisit the Information Architecture (IA) of the current experience and find areas of improvement that we can capitalize on to improve the usability of this tool. We restructured the experience so that a user can find the answers to the questions they have regardless of where they are in the sales funnel (see screenshot below).
Flow #1: Low Funnel Customers
With the users that already own a Ram/Jeep vehicle, they can enter the respective VIN for their vehicle to be directed to a page that has a PDF that contains towing information for their specific vehicle with all of its configurations.
Flow #2: Mid Funnel Customers
For the users that are close to buying the vehicle of their choice, they can select the “Choose a Vehicle” CTA to access the Towing Information page for a certain nameplate/model. On this page, they will find a list of the vehicle trims with their respective Towing and Payload so that the user can make a well-educated decision based on their needs.
Once they have a trim in mind, they can either decide to select the “Build and Price” CTA to further configure their vehicle or the vehicle landing page to continue researching.
Flow #3: High Funnel Customers
This flow is for users that are in the early stages for purchasing a Ram vehicle. To help them with their search, we have a tool on the landing page of the experience that recommends up to 3 nameplates/models based on their Towing or Payload needs. They can either select one of the values as recommended by the tool or enter a specific value in the respective field if they have a particular weight in mind. The user can then select the “View Towing Results” for a vehicle of interest and they’ll be taken to the next step of the flow where they will find a list of vehicle trims similarly to the mid funnel flow.
In the case that the user needs context for the towing/payload capability of their vehicle, there’s a CTA on the recommendation tool that opens a modal containing examples of common weights and towing nomenclature.
Final Designs
Takeaways
Once the wireframes were completed, the designs were passed onto the developers and QA testing was conducted. These designs went through many iterations and review sessions with the clients/stakeholders. Even after the many reviews, I believe it would've been invaluable if user testing was performed to further improve the experience and determine if the redesign was successful in improving the overall UX of the tool.
