Research and Discovery
The client’s old website was not much more than a catalog of parts with no ecommerce. TRP’s business model still relies on physical dealerships to make the sales, with the site as a marketing tool, so it stood more as a means to inform customers on product and discount offers.
We had received some initial designs from the digital agency the client was working with and had concerns. We felt that their home page idea was cluttered, and not very compelling. We also had deep concerns with the system this agency had in mind for registration, a large form for users to fill out.
With only a week to take something to the client, we leaned into our learnings from PACCAR’s other brands, Kenworth and Peterbilt, and any best practices we knew in web design, especially web form design.
- A long web form will scare many users away. It’s better to break it up, and have a means to come back and finish an unfinished registration.
- There needed to be a “hook” or incentive to drive the user to finish.
- PACCAR’s customers value expertise as much as a good deal.
- Users engaged more with content than they did with just discounts.