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Case study

How can the online buying of complex automobile parts be made more efficient?

The shop sells hooks for the majority of vehicles on Polish roads. The founders of the business wanted to stress user autonomy and independence. As a result, they provided tools for locating and selecting the correct hook.
How can the online buying of complex automobile parts be made more efficient?


Some shopping routes are really recognisable to us. These are steps we’ve taken numerous times before, and we’re in them without hesitation. When purchasing a garment online, we have a clear understanding of what to expect. We choose the colour palette and study the sizing chart. Soon later, it is completed. The purchasing is uncomplicated.

The problem becomes more complicated when we aim to purchase something of smaller value.

“What if I ran away from everything, purchased a tow bar and a trailer, and travelled to the Bieszczady Mountains?”

“And if I escape, acquire a tow bar and a trailer, and travel to the Bieszczady Mountains?”

Uncertain whether any of the store’s patrons had similar intentions, one thing was certain. It is difficult to purchase a towbar online. Specifically, road safety depends on the quality and technical characteristics of the product.

The technique comprises five steps:

  1. Selection of automobile attributes including make, model, and year of manufacture
  2. Selection of hook type and its characteristics
  3. Choosing the wiring harness.
  4. Choosing the location and installation method (independently or in a network of partners)
  5. Finish the transaction and payment

What was our mission?

Our objective was to increase conversion and decrease dropout rates, as well as optimise the towbar selection and purchasing process.

What strategies have we selected?

  • In-depth Interviews that delve into the history of buying
  • Usability tests and sales procedure for a website
  • Comparing the sales processes of three stores

The course of study

Twenty participants, divided into task-specific groups, participated in the study.

There were in-depth interviews held with:

  • 5 responders who purchased a hook from a stationary site within the last six months
  • 5 responders who purchased a hook online within the last six months

The objective of the interview was to learn about the interviewee’s experiences and acquisition tales. We sought responses on the following questions:

  • What was the reason for searching for the tow bar?
  • What was the respondent’s familiarity with the hook choice?
  • What method of purchasing did he select, and what hurdles did he encounter?

Ten responders were subjected to a combination of usability testing and benchmarking. They were tasked with selecting and purchasing a tow-bar for their vehicle in three stores: the customer’s store and two competitors.

On the basis of the gathered data, high-fidelity prototypes of the proposed improvements were generated for the development team.


Concept of changes

  1. Creating UI prototypes demonstrating the suggested modifications
  2. Improving communication and streamlining the message's wording
  3. The capability to anticipate the next actions of the user.
  4. Removal of superfluous information from the configurator

Various conclusions

  1. Respondents demanded a visual picture of the installed towbar at minimum.
  2. Respondents anticipate that the suggested solutions will be highlighted.
  3. Respondents anticipated that technical words would be defined (e.g. what is beam coding)
  4. When respondents were able to provide details about an automobile that did not exist, such as a car that did not appear in a particular body line, they lost confidence in the pick.
  5. Respondents expected clear, tabular data on technical data such as allowable load.
  6. Respondents desire branded products and are ready to pay a premium for them due to their association with road safety.
  7. Respondents anticipated the availability of an assembly service, as well as installation instructions or a video demonstration.


  1. Enhancing usability
  2. Enhanced conversational speed
  3. Improving usability
  4. Enhanced conversion ratio
  5. Reduction of shopping cart abandonment
  6. Adapting the website to the requirements of the target audience
  7. Understanding of the concerns and motives of the target audience


The influence of simplicity and intuitiveness on business is substantial.

Automating the sale of even complex products is doable with sufficient knowledge of the target market. Five steps were sufficient to select the proper product.

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