• Genesis Test Drive

  • Genesis Test Drive

  • Genesis Test Drive

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.

Product

Product

Product

Product

Brand Identity

Brand Identity

My role

My role

My role

My role

Lead UX Designer

Lead UX Designer

Timeline

Timeline

Timeline

Timeline

2021–2023

2021–2023

Collaborators

Collaborators

Collaborators

Collaborators

Argonauten, Sales & Management stakeholders (Genesis HQ EU), Retail partners (Germany, UK, Switzerland pilot markets), Developers (internal + external tech vendors)

Skills

Skills

Skills

Skills

Service design · Journey mapping · UX research & testing · Systems thinking · Data modelling · Stakeholder facilitation · Cross-functional collaboration

A lead funnel hiding in plain sight

A lead funnel hiding in plain sight

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.

A lead funnel hiding in plain sight

Researching what was broken

Researching what was broken

We ran 40-minute guided sessions with participants across Germany, the UK, and Switzerland, reflecting Genesis real buyer profile: 3055 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 couldnt 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

The key takeaway

The key takeaway

The key takeaway

The key takeaway

The test drive funnel was broken: CTAs were hidden, flows unclear, and users weren’t guided toward booking.

The test drive funnel was broken: CTAs were hidden, flows unclear, and users weren’t guided toward booking.

The test drive funnel was broken: CTAs were hidden, flows unclear, and users weren’t guided toward booking.

We redesigned the flow as a step-by-step form, making the test drive the flagship conversion journey for Genesis in Europe.

Designing for multiple realities

Designing for multiple realities

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.

The blueprint introduced different test drive needs all in one form

The blueprint introduced different test drive needs all in one form

The blueprint introduced different test drive needs all in one form

Prototyping and testing layouts

Prototyping and testing layouts

To balance speed with scalability, we explored both drawer-based and full-page booking flows. The drawer launched first in Germany as a lightweight solution to go live quickly, then across all three markets.


Over time, the full-page design delivered better clarity and conversion. It became the official European standard, now adopted across the UK and Switzerland.

To balance speed with scalability, we explored both drawer-based and full-page booking flows. The drawer launched first in Germany as a lightweight solution to go live quickly, then across all three markets.


Over time, the full-page design delivered better clarity and conversion. It became the official European standard, now adopted across the UK and Switzerland.

Unified across studio, home, retail, and event test drives

Unified across studio, home, retail, and event test drives

Unified across studio, home, retail, and event test drives

Unified across studio, home, retail, and event test drives

A joint effort across teams

A joint effort across teams

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.

The impact

The impact

The impact

The impact

We turned the test drive UX into a scalable journey powered by a data layer for ongoing measurement, which led…

0%

0%

faster bookings

0%

0%

faster bookings

0%

0%

faster bookings

0%

0%

increase in leads

0%

0%

increase in leads

0%

0%

increase in leads

Experiencing the blueprint live

Experiencing the blueprint live

Experience the unified full-page design that made test drives scalable, measurable, and the new European standard.

To live site

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