I was part of the core UX team behind the Genesis Test Drive Blueprint – a new unified booking journey launched first in Germany and later scaled across the UK and Switzerland before becoming the European standard.
Argonauten, Sales & Management stakeholders (Genesis HQ EU), Retail partners (Germany, UK, Switzerland pilot markets), Developers (internal + external tech vendors)
Service design · Journey mapping · UX research & testing · Systems thinking · Data modelling · Stakeholder facilitation · Cross-functional collaboration
The test drive was intended to be the engine of lead generation, but the funnel was broken. Booking options were hidden, flows were inconsistent, and customers often defaulted to other paths.
These gaps not only frustrated users but also weakened brand perception and limited conversion, putting lead generation at risk in Genesis’ key European growth markets.
We ran 40-minute guided sessions with participants across Germany, the UK, and Switzerland, reflecting Genesis’ real buyer profile: 30–55 years old, digitally literate, financially capable, and actively considering premium/EVs.
Common pain points
Hidden entry points
Less than 3% of users reached it, with many describing discovery as “by luck.” On mobile, the “Find & Buy” menu where the CTA lived was almost never opened (<1%).
Low scroll depth
Only 10% scrolled past model tiles, meaning test drive options buried further down were rarely seen.
Configurator over test drives
Most users started in the configurator for pricing and never realized a test drive could be booked separately. This displaced test drives as a conversion path.
Model confusion
Several assumed Genesis was EV-only or couldn’t distinguish models: “I want to be able to see all Genesis models in one section” (UK).
These insights came from 40-minute guided usability sessions with over 30 target users across the UK, Germany, and Switzerland
We redesigned the flow as a step-by-step form, making the test drive the flagship conversion journey for Genesis in Europe.
Genesis’ test drive ecosystem wasn’t one-size-fits-all. We had to design a system flexible enough to handle:
👉 Studio bookings (brand-owned spaces)
👉 Home test drives (car delivered to the customer)
👉 Retail partner test drives (independent dealer fulfillment)
👉 Event test drives (limited-time activations)
Each type had different vehicle availability, retailer logic, and CRM dependencies.
We used journey maps, prototypes, and data flow diagrams to align everyone on requirements. Prototypes went through multiple iterations with stakeholders to refine details, from vehicle availability rules to retailer handoff logic.
We turned the test drive UX into a scalable journey powered by a data layer for ongoing measurement, which led…
Experience the unified full-page design that made test drives scalable, measurable, and the new European standard.