Trust Creates Delight, Trust is an Innovation

Shoppers were surprised to see the transparency in the redesign which immediately instilled trust.

• KBB value displayed
• 7 day return/ 30 day warranty
• Imperfection call outs on the Shift 150 inspection report (100% users)
• Shift certified 150 point inspection list
• Price break down, showing all the fees
• Photos
• Clear test drive options

About Shift’s 150-Point Inspection report:

“that gives me so much confidence in the fact that you were you are looking at everything that you think could be wrong with the car … things that could go wrong with the car have been inspected and this is just such a confidence builder.”- Erik

About Pricing Transparency:

“I liked you had the link for the itemized prices… that’s where I got a lot more confidence on your website, before that I did not know much about your website.” – Raghav

Below Basic Expectations

Traditional dealerships are not meeting the basic expectation. They’ve actually created an expectation of distrust in this industry.

Trust is an Innovation (adds value)

• Trusting the buyers brings peace of mind
• Less anxiety & time spent on research
• Convenience all around

Business Opportunities:

• Majority of car shoppers are skeptics, being able to trust can build loyalty
• Delightful experiences lead to referrals

User Journey Findings

The information about a specific vehicle contained in VDP aligns with the refinement phase of the user journey. Only after the learning phase (covering market research, identifying specific makes and models of interest, and retailers (both traditional brick & mortar dealerships and online retailers), does the user scrutinize VDP info.

Usability Test Learnings

Even with the redesigned fulfillment module, users still expressed some uncertainty.

1. Trusting the buyers brings peace of mind
2. Users had questions on the test drive process/ and what to expect:
   • learn more when they click on the CTA
   • Would use a chatbot if available
   • Wants to call someone if there is a number.
3. Users had uncertainty around where the car / hub was located (an important decision-making factor on where to book a test drive)
4. Start Purchase CTA feels very committal for shoppers who simply want to test drive
5. 100% of participants wanted to test drive first. Start Purchase is a new way of thinking for many shoppers, questioning the benefit. 15% lightly considered Start Purchase as an option, 0% would actually Start Purchase. That level of trust has not yet been established.

Actionable User Feedback

User feedback on the VDP Redesign provided the following actionable items:

• “12 Scheduled test drives” created confusion, anxiety and disappointment (low chance of getting the car) for users. Buyers appreciated knowing it was popular but not much more
• 0/12 users said they’d click on the brochure
• Buyers liked the concept of an improved “How It Fits”. They thought the ability to compare car specs to their own car would be helpful. (Dimensions alone are vague, and a side by side comparison helps them gain a sense of space without having to sit in the car.)
• Shoppers also liked “Cars you may like” Interestingly, buyers had different expectation for recommendations. (Why is it not showing: similar price points, body, same year models.)
• “Shift customers are talking” was not helpful for car buyers. 100% thought it’d probably be biased and would do this research outside of Shift’s website. Shoppers wanted to see this feature below “Cars you may like”.