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Concept research

The value of concept testing for redesign trajectories

On behalf of SnappCar, we carried out concept testing to test the new design. The goal of this study was to determine whether the concept is clear and whether the value proposition comes across well. 

Quantitative research was carried out to gather sufficient data. More than 150 respondents participated in the test, using a five-second test and an online survey to gather insights. 

New concept of design tested

After several iterations, a new concept was tested among the target audience.

First impression and value proposition

The aim was to gain insight into the first impression and value proposition.

Quick wins and input for A/B tests

Quick wins were identified and the roadmap for a/b testing has been expanded.

About ONVZ

Research goals

Research methods

Recruitment

Insights and results

About SnappCar

SnappCar is a platform for renting cars. You can compare it to the Airbnb for cars. With its platform, SnappCar promotes car sharing, thus reducing the need to own your own car. Good for your wallet, but also for the climate!

Renting a car involves a lot. And to make that as easy as possible, SnappCar has developed a website and app that allows you to do so. To make sure the platform can be used by everyone, they regularly conduct studies.

 

The study was conducted to answer the following questions:

  • Testing first impression. What is the first impression when seeing the homepage? 
  • Concept. Is the concept of SnappCar clear after seeing the homepage?
  • Value proposition. How do users describe SnappCar's added value (USPs) after seeing the homepage and does this align with what we as SnappCar want to portray?
  • Input for improvements. What suggestions do users give to optimise the user experience?

 

Research methods used in the concept test

Quantitative user testing was used in conducting this concept test, combining the following methods:

  • Five-second test. This involved showing the website for five seconds, after which users were asked to describe SnappCar.
  • User test task. In this, testers were asked to carefully go through the homepage for three minutes. 
  • Questionnaire. In this part, testers were asked to answer various open and closed questions around the layout and value proposition.

More than 150 participants recruited

User Sense's respondent database was used for recruitment. Based on SnappCar's recruitment criteria, User Sense set out a recruitment process, after which 150 participants were recruited to participate in the study. 

Recruiting customers within the target group who are not customers

To properly test the first impression and value proposition, the choice was made to test with first-time users: testers who fall within the target group but are not yet customers. 

Conducting the concept tests revealed concrete insights and areas for improvement. Some of the outputs from this study:
 

  • Value proposition. The study showed that over 90% of all testers understood SnappCar's concept after visiting the homepage. A welcome confirmation! 
  • Layout. Feedback revealed that the new style that has been implemented appeals to testers and that they find it appropriate for a company in the industry in which SnappCar operates.
  • Information. For some testers, there was (too) much information displayed, making it difficult to find the most important information.
  • Input for a/b testing. The points for improvement from the study provided ample input for a/b tests and further iterations.

In short, a successful study with ample input for further optimisations.

Liza Koster from SnappCar:

"We really enjoyed working with User Sense (and hope to continue our partnership in the future). The platform works conveniently, you have access to a database of diverse testers and all results remain accessible for reference at any point in time."

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