Carvana iOS shopping
2021

Levelling up Carvana's shopping experience for 1M monthly users

A curation of my contributions across a consumer-facing native iOS application. I focused on the pre-purchase experience, which entails the user journey up until transaction. During my time on the team, I strove not only to meet the competitive baseline, but to exceed it. I improved core experiences from onboarding to the product detail page (PDP). Each experience shipped A/B tested, and along the way I lifted conversion, retention and revenue.

Overview Consumer iOS Pre-purchase
The work
Role
Product designer
Scope
Native iOS, pre-purchase journey
Shipped
Onboarding, search filters, warranty education
Users
1M monthly
01 · Onboarding
Shipped

Launched first onboarding experience to drive conversion and retention

Carvana onboarding flow
What
Pioneered onboarding experience on native iOS app to acquire user insights and personalize the shopping experience.
Why
Previously, the native iOS app offered no onboarding. First-time users simply landed in the app, left to their own devices to navigate and discover products and services. For the user, this was a jarring experience. For the business, this was detrimental to retention and conversion metrics. Meanwhile, comparative onboarding experiences were engaging and personalized.
Solve
By launching an onboarding experience, we identified an opportunity to competitively position ourselves and personalize shopping. We captured initial user intent, learning where users were in their purchase journey, in order to provide relevant, actionable steps.
Impact
Onboarding was A/B tested and shown to lift both conversion and retention.
02 · Finance and trade
Shipped

Introduced filters to increase finance and trade opportunities

Carvana search filters and payment selection
What
Introduced financing and trade opportunities to search filters on native iOS application to drive conversion and revenue.
Why
Financing and trade-in services are Carvana’s bread and butter. Previously, however, the native iOS app did not reflect this. That is, we were missing opportunities to sell these services at pivotal points along the pre-purchase journey. Moreover, that meant we were missing out on potential conversions and revenue. Previous research showed that users who shop with financing terms were likelier to convert. And when it came to financing and trades, we earned more revenue.
Solve
Our solution? Add entry points within search filters on SRP (search results page) for easier access. Moreover, this is a logical place in the user flow to educate and sell users on these services.
Impact
This design is currently live and moved the needle on both metrics.
03 · Warranty education
Shipped

Optimized warranty education to increase revenue

Carvana warranty education
What
Introduced financing and trade opportunities to search filters on native iOS application to drive conversion and revenue.
Why
Financing and trade-in services are Carvana’s bread and butter. Previously, however, the native iOS app did not reflect this. That is, we were missing opportunities to sell these services at pivotal points along the pre-purchase journey. Moreover, that meant we were missing out on potential conversions and revenue. Previous research showed that users who shop with financing terms were likelier to convert. And when it came to financing and trades, we earned more revenue.
Solve
Our solution? Add entry points within search filters on SRP (search results page) for easier access. Moreover, this is a logical place in the user flow to educate and sell users on these services.
Impact
This design is currently live and moved the needle on both metrics.
I lifted conversion, retention and revenue for 1M monthly shoppers

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