Saatchi & Saatchi × Dacia, 2019
Overview
As part of Renault’s Dacia subsidiary’s digital strategy transformation, I undertook the task of redesigning their web forms.
The primary objective was to enhance lead generation through more engaging and interactive forms, addressing the previously low conversion rates.
Goals
- Increase lead Generation: The primary goal was to improve the number of leads generated from the website.
- Enhance user engagement: Make the forms more engaging to ensure users complete them.
- Collect valuable data: Gather detailed user information to enable personalized marketing efforts.
Design strategy
The old forms were static and dull, leading to low user engagement. To fix this, I designed interactive forms with engaging and straightforward inputs.
I focused on simplicity and intuitiveness by:
- Clear labels: Using concise labels to guide users.
- Reduced fields: Limiting fields to essential information to avoid user fatigue.
- Feedback and validation: Providing immediate feedback to help users complete forms correctly.
Using Google Material Design principles streamlined development and ensured design consistency, offering:
- Speedy development: Pre-built components accelerated the redesign.
- Consistent UI: Maintained a cohesive look across different forms and devices.
The redesigned leaflet request and test drive forms set the standard for new styling and interaction patterns, serving as benchmarks for other forms.
Results
- Increased conversion rates: The redesign boosted conversion rates, with interactive forms leading to more completions and higher lead numbers.
- Improved user data collection: The new forms enabled Dacia to gather detailed user information, aiding in creating personalized offers and enhancing lead conversion.
- Positive user feedback: Users found the forms more user-friendly and visually appealing, with immediate feedback reducing errors and improving the overall experience.
Conclusion
Redesigning Dacia’s web forms was crucial for their digital transformation, enhancing user engagement, simplicity, and consistency. This improved lead generation and provided insights into user preferences, underscoring the importance of user-centered design. The successful use of Google Material Design and intuitive form principles highlighted the value of strong UX/UI strategies in digital transformations.
