The first step in the process is to get a better understanding of the current configurator, and to look at it from an experts perspective. By conducting a website analysis, the first issues began to pop-up.
When selecting an option connected to an extra pack in the current configurator, it upgrades the configuration at multiple places without informing the user. Additionally, trying to downgrade becomes difficult due to the "Roach motel pattern," which negatively impacts the user experience. An example is shown below.
Another observation in the experience is that, apart from the performance perspective, the brand story isn’t being conveyed in the current configurator. There is nothing about sustainability mentioned, or about innovation. This could be done on purpose, but it is as well an opportunity to include in the new solution.
After analysing the online configurator, I conducted interviews and usability tests with multiple Polestar and electric vehicle users in order to find opportunities and wishes for the car configurator within the purchasing journey. The goal was to improve the Polestar user experience by enhancing the car configurator to better support the overall configuration process. I interviewed people at different stages of their purchasing journey, including those who were just starting. By gathering user feedback, I was able to gain insights into how to create a more seamless way to support the user throughout the configuration process.
During the user research for the Polestar car configurator project, it was discovered that the configurator is used multiple times throughout the purchasing journey. Users utilise the configurator as an exploration tool to learn more about the car and its options, a comparison tool to visually compare options, and as a purchasing tool when they are ready to buy the car. This insight was used to improve the Polestar user experience by enhancing the configurator to better support the overall configuration process.
During the usability tests, I discovered that users prefer to have an online explanation of the car but also value a real-life experience of the vehicle. To better understand this aspect of the journey, I visited the Polestar Space, which is Polestar's showroom. I observed that the Space is not a place for purchasing, but rather a place where customers can experience the car. I also noticed the presence of a tablet-sized configurator in the showroom, which allows customers to customise their Polestar car just like they would online.
After observing the place, I conducted an interview with the so-called ‘expert’ at the Polestar Space and learned that customers are always forwarded to the website to complete their purchase, and that the showroom is simply an experience to see and feel the different materials and book a test drive.