Motoring
Motoring
Parkers Valuations
Parkers Valuations
About Parkers
Parkers is a trusted automotive brand that helps people make confident decisions about cars. It provides expert reviews, car valuations, buying and selling advice, and detailed vehicle information, making it easier for drivers to choose, own, and sell cars with confidence.
My Role
On this project, I led the discovery and research phase to understand how users perceived the Parkers Valuations service, identifying key friction points and opportunity areas. I facilitated ideation around potential solutions, set the direction for proposed improvements, and oversaw user testing to validate assumptions and refine the final approach.
The Problem
Parkers received a high volume of complaints regarding the overall experience of the Parkers Custom Valuation, a tool designed to help users determine an accurate value for their car for a fee.
A review of the existing user journey revealed several issues, ranging from error messages during the customer journey, psychological pricing barriers that impacted conversion rates to information that was inconsistent depending on user intent. Addressing these challenges required a comprehensive overhaul of both the user experience and user interface to bring this area of the site back up to standard.
Constraints
As this project ran alongside performance upgrades to the website, specifically migrating affected pages to a faster CMS, we were limited in the time available to conduct extensive user polling and usability testing.
Research
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Conducted a heuristic analysis of the existing Valuations journey
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Ran preliminary polls to validate hypotheses based on customer feedback
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Interviewed existing customers to uncover key friction points
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Synthesised research insights into clear, actionable findings
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Presented insights to product and engineering teams
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Enabled prioritisation of opportunities and definition of scope to improve the experience
Ideation
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Collaborated closely with product and engineering teams
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Designed two alternative user journeys to reduce friction in the Valuations experience
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Defined an MVP journey focused on quick wins with minimal development effort
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Created an optimal journey representing a more comprehensive experience with additional engineering investment
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Assessed the potential impact of both journeys on user experience
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Estimated revenue uplift to demonstrate business value
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Linked UI and UX improvements directly to improved user outcomes and commercial results
Testing
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Tested both user journeys using Figma prototypes
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Conducted virtual usability testing sessions via Microsoft Teams
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Synthesised session transcripts with the support of ChatGPT to efficiently collate insights
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Measured user satisfaction across both prototype journeys
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Identified a significant uplift in satisfaction compared to the live site
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Shared findings with stakeholders to inform decision-making and next steps
Results
The new UX strategy doubled click-through rates to the Custom Valuations funnel, validating the approach and securing support from all stakeholders. Its adoption enabled the expansion of scope to include a new Parkers account area, allowing users to save and manage their valuations, which will look to improve customer retention through account-based engagement. The feature also unlocked more targeted, value-driven communications, including promotion of complementary Parkers services such as partner-led vehicle sales and finance quote generation during the purchase journey.
Learnings
A key learning from the project was the introduction of lightweight user polling to validate hypotheses derived from qualitative feedback. This approach proved critical in influencing and aligning challenging stakeholders, providing clear, data-backed evidence to support and drive significant product decisions.
Results
The new UX strategy doubled click-through rates to the Custom Valuations funnel, validating the approach and securing support from all stakeholders. Its adoption enabled the expansion of scope to include a new Parkers account area, allowing users to save and manage their valuations, which improved customer retention through account-based engagement. The feature will also unlock more targeted, value-driven communications, including promotion of complementary Parkers services such as partner-led vehicle sales and finance quote generation during the purchase journey.
Learnings
A key learning from the project was the introduction of lightweight user polling to validate hypotheses derived from qualitative feedback. This approach proved critical in influencing and aligning challenging stakeholders, providing clear, data-backed evidence to support and drive significant product decisions.
