Improving onboarding and car enrollment for My SEAT App
Challenge
My SEAT App is a free app that allows turning older SEAT models into a connected car with the help of an additional connectivity device, the SEAT DataPlug.
I was brought in to help improve the user experience, guiding users through the steps needed to enroll their car on the app.
Solution
Review and rewrite onboarding and car enrollment copy to better explain the app’s connected features and guide users through installing and activating the SEAT DataPlug, in collaboration with UX designers and Product Owners.
Results
Clearer onboarding messaging, reduced ambiguity around car enrollment and DataPlug activation, and improved content consistency across the flow. These improvements drove app downloads and user activation.
The project
Project team
SEAT
Aitor Campos – PO
C14
Fernando García – Project Manager
Alberto López – Lead UX/UI Designer
Hana Gausfain – UX Writer
Marta Tomás – UX / UI Designer
Alberto de las Heras – UX / UI Designer
Understanding the challenge
SEAT, the Spanish car brand famous for its modern and youthful designs, had been working on improving its connected driving app, My SEAT App, in order to boost downloads and user activation.
As part of the digital consultancy C14, I belonged to the design team that worked on building new features and improvements.
Since 2020, newly manufactured SEAT vehicles include an integrated SIM card that enables drivers to connect their cars to the SEAT Connect app.
Older vehicle models require an additional connectivity device, called SEAT DataPlug, to send vehicle data to the My SEAT app on a smartphone.
For many users, this was their first experience with a connected vehicle. And the workaround required them to download the app and activate the dataplug.
This presented the challenge of quickly showcasing the value of the app and carefully guiding users through the different steps, reducing friction and boosting user activation.
The approach
The first step was to get familiarized with SEAT’s brand voice and content guidelines.
I collaborated with the copywriting team to fully understand their brand personality: Approachable, energetic and focused on emotions.
For many of the vehicle owners, this was their first approach to car connectivity, so on top of respecting the brand guidelines, it was important to bring clarity and support.
We needed to accompany the users throughout their onboarding and car enrollment, giving them the right information while not overwhelming them with technicalities.
Once I had clarity on how SEAT spoke to their users, I collaborated with the UX Designers to analyze and improve the interaction in the enrollment flow, eliminating certain steps, and bringing in context support content.
Here are some examples of how I improved clarity, consistency, and conversion through user-centered language.
Onboarding flow improvements
The first screen is product-centered. Focusing on the new app improvements, assuming the user already had an old version
I reworded the copy to welcome both new and old app users, and placed the focus on their experience and benefits.
This screen lets users know they can book a maintenance service appointment directly from the app.
On the original screen, the concept of “Help” might lead to confusion, implying a customer care service, where you get direct assistance through the app.
The new copy speaks directly to the users and empowers them with an action verb to take care of their car.
Like other companies, such as Apple with the Apple ID, SEAT allows you to create your own SEAT ID and access all connected services with a single login.
On the original screen, the copy “log in or sign up with your SEAT ID” might mislead users into thinking they need a SEAT ID to be able to sign up. When in fact you can create your SEAT ID during the sign-up flow.
The new copy clarifies that they can either sign up for the service or log in with their SEAT ID, and uses a more engaging call to action.
Car enrollment modal redesign
My SEAT App allows users to add their cars to the app to enjoy its features.
If users have their DataPlug device installed, they can activate the connectivity features by adding and connecting their car to the app.
This way, the app will receive real-time data such as the vehicle’s statistics or locate where it’s parked.
If they still don’t have the dongle, they can manually add their car, and they will have access to limited functionalities like receiving maintenance reminders and manually tracking costs, among others.
With up to 4 different call-to-actions, the original screen is too busy, causing cognitive overload to the users.
Moreover, the button “I don’t have My SEAT Dataplug” does not have a clear action associated. Users may think it’s the first step to ordering the device.
The new copy removes the cancel button by adding an X on the top right corner, and changes the secondary text to explain better what the action entails: Users will still be able to add their cars and connect later with their DataPlug manually.
Client feedback
Próximos pasos
Basándonos en el éxito del rediseño, ahora estamos explorando la posibilidad de agregar información impulsada por inteligencia artificial para brindar recomendaciones financieras personalizadas y mejorar aún más la experiencia del usuario.
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