How cost clarity within auto-repair UX tripled (3x) shop appointment conversions

Context

We redesigned RepairPal’s car repair estimator to build trust and clarity for users navigating car issues, especially those with limited automotive knowledge. The previous experience was overwhelming, leading to high drop-off rates and low confidence in price estimates. Through a user-centered redesign focused on emotional awareness, transparency, and usability, we improved the end-to-end experience and empowered more users to move forward with confidence.

• +27% increase in funnel completion
• +31% increase in conversions after receiving an estimate
• +62% increase in shop-qualified leads

Goals

• Build user trust in the estimator by increasing transparency and reducing confusion, especially for users with limited car knowledge.
• Improve funnel completion by simplifying the user flow and reducing drop-off points.
• Boost conversion rates by helping users feel more confident in the estimates and take action—like booking appointments.
• Drive qualified leads to certified repair shops through clearer next steps and better value communication.
• Design an inclusive experience that empowers all users—whether they're car-savvy or not—to navigate repairs with clarity and confidence.

My role

I led the end-to-end design of the redesigned estimator flow, from research synthesis to final UI. This included:

• Conducting qualitative interviews and usability tests with users and shop customers to uncover pain points and emotional triggers
• Facilitating testing of interactive prototypes to validate hypotheses and prioritize MVP features
• Designing a progressive disclosure experience that reduced cognitive overload and helped users stay engaged
• Introducing clear signifiers, visual affordances, and dual paths for both novice and experienced users
• Collaborating with stakeholders across engineering and product to ensure alignment and implementation fidelity
• Streamlining navigation and IA to remove dead ends and encourage re-engagement

Research insights

Our research uncovered key emotional and behavioral patterns in the car repair journey:

• Trust gaps were largest among users with low car knowledge, especially women, who reported inflated quotes and confusion around repairs.
• Users felt overwhelmed by the estimator’s existing layout, often abandoning it midway due to disorganized service lists and overly specific car imagery.
• Visual and emotional cues mattered. Users formed emotional attachments to car images, slowing down progress or derailing task focus.
• Two user types emerged: those who needed visual, guided support (e.g., tapping a problem area on a vehicle) and those who preferred a fast, expert-oriented path.
• Most users were unsure what to do next after receiving a quote, with many unaware of RepairPal’s certified shop network or guarantee.

These insights shaped a dual-path design approach—offering both simplicity for novices and control for experienced users.

Solution

We launched a redesigned estimator experience focused on usability, transparency, and emotional clarity:

• A progressive disclosure model that surfaces only relevant information at each step, reducing overwhelm and increasing task focus.
• A new vehicle selector with neutral “skeleton” car imagery to avoid distractions and streamline diagnosis.
• An interactive diagnosis tool allowing users to select problem areas by tapping on a visual vehicle, supported by symptom-based education.
• A step-based interface for selecting car make, model, and year, replacing drop-down menus with a more intuitive flow.
• Clear pathways to action, including improved visibility into certified repair shops and what to do after receiving an estimate.

Impact & outcomes

Our design changes led to measurable improvements across all key performance metrics:

• 27% increase in funnel completion, helping more users make it through the estimator experience.
• 31% increase in post-estimate conversions, signaling greater trust in the estimates provided.
• 62% increase in shop-qualified leads, strengthening the connection between users and RepairPal’s certified shop network.
• Higher engagement among both first-time and returning users, with clearer educational tools that made users feel supported and informed.