Content Design/UX – VicRoads: How to buy a vehicle
The project
The solution
The results
When you buy a vehicle in Victoria, you need to transfer the registration into your name. This requires input from both the seller and the buyer, and can be done either online or by visiting a customer service centre. The project was to get more customers to use the online form.
I identified that the page on the VicRoads website that explained how to transfer a vehicle’s registration was confusing as it blended the instructions for online and in-person transfers. CX research showed that only 30% of users felt confident they knew what to do next.
I took a digital-as-default approach to the page, and focused on explaining the process for the online form only. I split off any information about the in-person process, and presented it as something you could only do if you were required to.
I also:
split the information into time periods - before sale, at the sale, and after the sale
simplified the language and made terminology consistent
decreased the word count of the page by about half, and decreased the Hemingway score by two grades
provided plenty of links to the online form itself so users could get started right away.
In the first two weeks after go-live, there was a 10% increase in visits to the online transfer form, and logins to the myVicRoads portal from the content page increased threefold.
In the month after go-live, completions of the seller’s form increased 18% and completions of the buyer’s form increased 9%.
Customer service staff also reported a reduction in people visiting customer service centres to complete this transaction.
