The project: Improve the user onboarding and the car enrollment features in My SEAT App
SEAT, the Spanish car brand famous for its modern and youthful designs, has been working recently on improving their connected driving app, My SEAT App, in order to boost downloads and user activation. As part of the digital consultancy C14, I belong to the design team that is building new features and improvements.
Date: December 2019 – ongoing
Company: SEAT
Team:
| SEAT | C14 |
| Aitor Campos – PO | Fernando García – Project Manager Alberto López – Lead UX/UI Designer Hana Gausfain – UX Writer Marta Tomás – UX / UI Designer Alberto de las Heras – UX / UI Designer |
The challenge
Since 2020 all the newly manufactured SEAT vehicles come with an integrated SIM card that allows drivers to interact with their cars seamlessly thanks to SEAT Connect App.
However, for old models, a connectivity device called SEAT DataPlug is needed in order to send one-way information from the vehicle to My SEAT APP on your smartphone.
I was contacted to help improve the user experience and drive car enrollment by clearly explaining the benefits of the app and guiding users into installing or activating the DataPlug.
My approach
- I collaborated with the copywriting team to fully understand SEAT’s tone of voice and follow its guidelines.
- Went through the onboarding screens in English and Spanish and edited existing copy to focus on goals with clear, straight-to-the-point copywriting.
- Collaborated with the UX Designers to improve the interaction in the enrollment flow, edited old copy, and wrote new one to drive conversion.
Onboarding screens improvements
The first screen focused on the new app improvements, assuming the user already had an old version.
The new copy has a more generic approach, welcoming both new and old app users, and focuses on their experience.
This screen lets users know they could book a maintenance service appointment directly from the app.
On the original screen, the concept of “Help” might lead to confusion, implying a customer care service, where you get direct assistance through the app.
The new copy speaks directly to the users and empowers them with an action verb to take care of their car.
Like other companies, such as Apple with the Apple ID, SEAT allows you to create your own SEAT ID and access all connected services with a single login.
On the original screen, the copy “log in or sign up with your SEAT ID” might mislead users into thinking they already need a SEAT ID in order to sign up.
The new copy clarifies that they can either sign up for the service or log in with their SEAT ID, and uses a more engaging call to action.
Car enrollment modal improvement
If users already have their DataPlug device, they can add their vehicle and connect it to the app directly. This way the app can receive real-time data such as the vehicle’s statistics or locate where it’s parked. If they still don’t have the dongle, they can manually add their car and they will have access to limited functionalities like receiving maintenance reminders and manually tracking costs among others.
With up to 4 different call-to-actions, the original screen is too busy. Moreover the button “I don’t have My SEAT Dataplug” is not clear: will I ask for one if I tap on the button?
The new copy removes the cancel button and changes the secondary to explain better what the action means. Users will still be able to add their cars and connect later with their DataPlug manually.
Note: This is a temporary solution while the new version with an improved car enrollment flow is released.
Next steps
The new rewording helps clarify the benefits of the app, as well as the instructions to help users sign up and connect their car.
We’re currently working on a simplified car enrollment flow to improve the user’s experience and facilitate the installation of the Dataplug so that users can benefit from all the connected features
Thank you for reading this far, don’t hesitate to reach out if you have any comments or questions.
