Leasing as Payment Method
BIKE24, a leading online bike retailer, recognized the need to address common customer inquiries about their leasing services. The goal was to create an informative, easy-to-navigate page that would provide clear answers to frequently asked questions, reducing the strain on the Customer Service team and improving the overall user experience for customers.
The Challenge
Customer service at BIKE24 was overwhelmed with a high volume of recurring inquiries about leasing topics. These repetitive questions added unnecessary workload, with customers often seeking clarification on the terms, process, and benefits of leasing bikes and accessories. The key challenge was to create a solution that would alleviate this issue by providing a self-service platform for customers to find answers to their questions without needing to contact support.
Research & Insights
With support from the Customer Service team, we analyzed data to identify the top questions related to leasing. We uncovered recurring themes such as:
Lease terms and conditions
Payment schedules and options
Lease renewal and termination processes
Eligibility requirements for leasing
By gathering this data, we gained insights into the specific pain points and frustrations customers faced, which helped us shape the content for the new page.
Process
Problem Identification:
We identified the most frequently asked questions that were flooding customer service, focusing on leasing-related topics. The aim was to reduce the need for customers to reach out by making this information easily accessible.Solution Ideation:
We brainstormed various ways to organize and present the information. The goal was to design a user-friendly FAQ section that would not only answer the questions but also be easily navigable and visually appealing.Content Research:
Thorough research was conducted to ensure that the content was not only accurate but also clear and concise. We collaborated closely with BIKE24’s leasing team to gather the most up-to-date and relevant details.Design Drafts & Prototypes:
After gathering the necessary content, I moved to the design stage. Wireframes were drafted to lay out the page structure, with a focus on making the content scannable and easy to navigate. I used a clean, minimalistic design to ensure that the page felt intuitive. Interactive elements such as collapsible sections were introduced to keep the page organized and user-friendly.
The Solution
The leasing information page became a centralized hub for all customer queries regarding leasing. Key features include:
Clear & Concise Information:
Each section addresses a specific question, with straightforward language that is easy to understand.Searchable FAQ Section:
A dedicated FAQ section allows users to quickly find answers to their questions, reducing frustration and the need for further inquiry.Visual Enhancements:
Icons and infographics were incorporated to help explain the leasing process and key terms. This visual approach enhanced comprehension and made the page more engaging.Interactive Elements:
Collapsible sections were used to make the content easy to navigate without overwhelming users. Customers can click to expand and view detailed answers when needed.Call to Action:
Clear and concise CTAs are strategically placed, encouraging users to either contact customer support if their question isn’t answered or to proceed with leasing options directly.
Old Page
Redesigned page
Results
The implementation of the leasing information page led to several improvements:
Reduction in Customer Service Inquiries:
The page significantly decreased the number of repetitive customer service queries related to leasing, freeing up the team to focus on more complex issues.Improved Customer Experience:
Customers now had a self-service platform where they could quickly find the information they needed, leading to a smoother, more efficient experience.Increased Conversion Rates:
By providing users with all the necessary information upfront, more customers were able to confidently move forward with their leasing purchases, which resulted in increased conversions.Boosted Bike-Leasing Sales Share:
Increased the bike-leasing share in overall sales from 13% to 23% within just one month.
Enhanced User Engagement:
Improved average screen time per user from 1m30s to 2m10s, indicating higher user engagement and interest.
Reduced Bounce Rate:
Successfully decreased the landing page bounce rate from 35% to 23%, demonstrating better content relevance and user retention.
Conclusion
The leasing information page for BIKE24 successfully solved the problem of overwhelming customer service inquiries by offering clear, concise, and easy-to-navigate information. By empowering customers to find answers on their own, the page not only improved customer satisfaction but also optimized operational efficiency for BIKE24’s support team. This project highlights the value of user-centered design and data-driven decisions in creating solutions that meet both business needs and customer expectations.