Matchmaker
Business Challenge
Many consumers begin their car search not yet having an idea of any make or model, perhaps not yet even firm on the type of car. Consumers expect the classic Make and Model options when searching for cars. However, for these consumers, it can be more work to search and lead to stalls in the buying process.
Hypothesis
We have an opportunity to transform the way we engage consumers by delivering direct recommendations through the option to search by Lifestyle or Needs. Consumers will feel more confident to make a decision as we understand their goals and guide them to vehicles that can match their requirements.
Research & Design Ideation
Through our user research, we are confident that we can transform the car searching experience by guiding consumers to the right vehicles that fit their lifestyles or needs. Below are the prototypes we used for the user research.
Prototype Concept 1
Prototype Concept 2
Prototype Concept 3
Matchmaker Experience
We created a new "Meet Your Match" experience where consumers will follow step-by-step lifestyle questions and receive back the recommendations that fit their goals.
The Matchmaker experience is now the new brand concept of Cars.com. The new campaign launched on August 2019 with a "We Met on Cars.com" media commercial.
The New Home Screen
The new home screen now provides the option for consumers to search by Lifestyle or the classic Make and Model.
Follow the 4 easy steps to "Meet Your Match" and get the best car match.
Meet Your Match - Step 1 Select Lifestyle
Meet Your Match - Step2 Set Budget & Location
Meet Your Match - Step 3 Swipe Left or Right
Meet Your Match - Step 4 Meet Your Best Match
Business Impact
The Matchmaker experience created more visits to the vehicle details screens and increased lead submissions to dealers .
