Tesla Pre-Delivery Video Guide App
I am the lead designer worked on this project. Tesla Pre-Delivery Video Guide App engaged customers with high-quality instructional videos inspired by the gaming experience and was approved by Elon Musk. Our goal is to bring down the delivery time to under 5 mins, provide customers the ability to learn about the car controls before delivery time and encourage them to finish paperwork before their delivery appointment.
My role: I worked closely with my product manager and engineer to design the UX and UI of video guides feature for Tesla native app. It is launched by June, and it decreases the time that customers spend on our service center.
Overview
Tutorial videos are a great way to share important information with patrons prior to vehicle pick-up. They save tons of time for both customers and the support team. However, these videos weren’t being utilized enough!
Background story:
Tesla delivered 83.5k vehicles for Q3 2018, and Model 3 production hits 53,239, margins soar past 20%.
Current scenarios:
Customers walk in for delivery with incomplete paperwork.
Customers are unfamiliar with the functions of the car at the time of delivery.
Above factors combined end up taking approximately between 20 mins to 1 hr per car delivery.
Our goal is provided an experience to increase engagement of pre-delivery tutorial videos and save everyone’s valuable time.
Our solution is to design a mobile app to help the customers to watch the video before pick-up, hence to increase the efficiency at the delivery center.
Outcome
A new mobile personalized vehicle video guides app for our model 3 customers!
A new video guide app for our visual learners!
wiki-TESLA, an in-time visual engagement for TESLA tutorial browsing.
A brand-new visual experience to explore tutorials based on a customer purchase vehicle option.
Some screenshots are from the launch TESLA mobile app.
Design process
User Research
Based on the research, 79% of consumers would rather watch a video to learn about a product, than reading text on a page. Since mobile ownership is growing, while the mobile app is more and more pressure to deliver appealing user experience, design DOES the job. Many mobile users have limited time and short attention spans; thus a mobile app design on the small screens must be highly task-oriented. Creating an explainer video guide app is a great way to explain new features for both new owners and existing owners. This is especially handy for more complex functionality that might be difficult to explain with coaching screens or illustrations.
Proposed Solutions
In order for the customers to watch each video prior to the vehicle pick-up, we need to design engaging user experience.
How do we achieve this?
Create a mobile app that goes beyond traditional user experience.
Utilize video guides to train and delight customers.
Educate customers about new vehicle features before and after delivery.
Provide owners exclusive awards and event invitations upon completion of all the videos.
The Question is
how to better delivery the core value and benefit to our customers through this video app?
Map out the user journey with gamification
Gaming has the benefit of being able to entertain while educating the modern consumer in bursts of time that are convenient for their busy lifestyle.
As we know, mobile users get distracted easily, have little time and short attention spans. Because of this limited timeframe, we have to guide them through their experience.
The three main stages of this experience include:
Stage 1 (Inspire the “aha moment”): It’s important to convey early value for owners. Through an engaging introduction, they should understand that watching each video will unlock some important information that will benefit their future TESLA driving experience.
Stage 2 (Habit building): The end goal is to entice users to finish all the videos and come back for additional information. We want to turn a “once in a while” tool into an “everyday” tool, encouraging customers to explore their vehicle’s functionality even after purchase.
Stage 3 (Keep the spark alive). Make sure our new customers finish watching the videos and stay abreast of the latest features.
Here is our happy path
Iteration
How to make the progress bar feel a bit more engaging?
When users know exactly what’s expected of them in an on boarding workflow, they’re likely to keep their eye on the finish line and actually complete the task flow.
Let’s look at three options below.
We choose option 3. The process bar is better to document the progression of an experience.
Video guides available for all customers
The video guide screen shows all available videos based on the package the customer has purchased. What's more, it encourages our existing customers with gamification and helps them to embrace the digital environment by building up a self-assist habit.
Boost our app downloads and usage
Increase the exposure of the video guides app by placing the link in multiple places which have high user visit, for example, marketing email and delivery page. It effectively encourages more users to use the app.
