homepage carousel
Running a CRO test to improve homepage carousel engagement on mobile
timeframe
7 days
01
the problem
Kia's mobile homepage carousel had a visibility problem. Data showed that items after the first slide received just 1% of clicks, and several models were getting more engagement through the dropdown menu than through the carousel itself. Users weren't recognising it as an interactive component and accidental taps on the "Discover more" button on small screens were further disrupting the experience.
our hypothesis
If we made the carousel navigation clearer and easier to tap through with improved contrast, and optional automation for accessbility - users would explore more slides, increasing overall page engagement.
our process
We started with desk research, referencing Nielsen Norman Group and Baymard Institute for carousel best practice, alongside competitor and non-automotive examples for accessible UI patterns.
From there I ran a quick wireframing session to explore options, testing whether pagination worked better below the carousel or centred over it, and how to make navigation elements accessible through gradient backgrounds or contained UI components.
I also explored automated carousel variants, designing in a play/pause control so users could move at their own pace. High-fidelity designs were produced across both approaches before a review call with developers and the client to align on what was technically feasible.
the design
After developer review, the automated version wasn't possible within the existing technical constraints, so we focused on refining the manual carousel variants. Three design options were tested, each varying the position and treatment of the pagination controls, with accessibility baked into each through improved contrast and tap-target sizing. All three were signed off by the client for testing.
the outcome
Variant B performed best! Confirming our hypothesis that clearer, better-positioned pagination would increase carousel engagement. It was implemented to the live Kia homepage.
