Steer
Outcome
Research gave the team confidence to prioritize a web-based appraisal experience. Interviews, usability testing, and a survey of 100 participants showed that trust and perceived risk strongly influenced platform choice. 68% preferred a website, and 14 of 20 interview participants were hesitant to download an app before trusting an AI-driven valuation.
After reviewing the prototype, 18 of 20 participants (90%) said they would feel confident moving forward with the appraisal.
Context & Process
While COVID’s peak had passed by 2022, its lasting impact on consumer behavior created continued demand for contactless experiences. To meet this shift and boost vehicle sales, the company explored a digital initiative for remote vehicle appraisals.
I facilitated a stakeholder workshop to surface assumptions, set priorities, and align on building a proof-of-concept website for AI-powered, contactless vehicle appraisals. Our guiding question became: “How might we make AI-powered appraisals feel reliable and accurate, encouraging users to trust a fully contactless way to sell their vehicles?”
We conducted 20 user interviews and a survey of 100 participants to uncover motivations, concerns, and trust barriers. Using these insights, I designed the prototype and led usability testing to validate user flows, refine messaging, and ensure the experience instilled confidence in the AI-driven process.
Interviews & Testing
Through 20 moderated sessions, we first spoke with participants about their past vehicle appraisal experiences, which companies they trusted, and how they felt about AI-driven valuations. Participants then completed a usability walkthrough of the prototype, allowing us to observe behavior and validate assumptions in real time.
14 of 20 participants expressed hesitation about downloading a native app before trusting an AI-powered appraisal, describing a website as feeling lower risk and easier to abandon if expectations weren’t met.
After reviewing the homepage, How It Works, and Help Center, 18 of 20 participants (90%) said they would feel confident proceeding with the appraisal, driven by clear step-by-step explanations and transparent messaging.
Survey Outcomes
Findings from the interviews were validated through a survey of 100 participants. 68% said they preferred completing a vehicle appraisal on a website rather than downloading an app, citing speed and lower commitment for a one-time task. 22% preferred a native app, while 10% reported no strong preference.
These results reinforced the decision to pursue a browser-based proof of concept as the most approachable and trustworthy entry point for a contactless appraisal experience.
Results
These results gave the team confidence to move ahead with a mobile-first web pilot instead of building a native app. It saved time, cut down on costs, and got us to launch faster. Final designs were handed off to other product designers to keep building out the experience.
In the end, we landed on a solution that made sense for both users and the business—simple, fast, and built around real needs.