PistonHeads had tested two different search functionalities:
- Single model selection per car brand
- Multiple model selection per car brand
Results from A/B testing showed no clear winner.
I was commissioned to design and run a user survey to provide a more definitive direction.
#1
Drafted the survey in collaboration with the design, marketing, and sales teams
#2
Oversaw the survey scripting and distribution, in consultation with the marketing team
#3
Delivered a clear, evidence-based recommendation
Stated preference
Most respondents claimed to prefer multiple model selection
Behavioral data
Users who preferred single model selection had
- More site experience
- Stronger purchase intent
- Higher commercial value
These users typically conducted more focused searches and had better conversion potential.
Adopt single model selection as the default UX pattern. It best supports the behavior and needs of the most valuable user segment.
This project underscored the importance of going beyond stated preferences and incorporating behavioral profiling.
From a UX psychology perspective:
- The Paradox of Choice suggests that too many options can lead to decision fatigue
- Hick’s Law shows that reducing the number of stimuli can improve decision speed and satisfaction
For PistonHeads, a simplified interface helped streamline decision-making and better aligned the product with high-value users' needs.
If you found this project insightful and would like to explore working together - freelance, full-time, mentoring, or collaboration - feel free to reach out.
