Brooks McFadden

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Interactive Product Compatibility Guide

Reduce customer service calls by providing consumers with a response-based logic product compatibility form.

Project Details

INDUSTRY

Towing

YEAR

2022

TOOLS

Typeform

Overview

Towing products for larger trailers rarely come in one size. Trucks and trailers vary in frame size, receiver size, and height, so most hitches come in several versions. Andersen’s Weight Distribution Hitch alone has 14 standard versions, with different sizes, heights, and towing ratings. This created two business problems:

  • Decision paralysis: Customers couldn’t tell which version they needed, so many stalled before buying.

  • High support demand: Customers who did push forward often called customer service to confirm compatibility.

Brief Customer/Learner Analysis:

  • Prior Knowledge:

    • Towing: Varies widely. Some are experienced towers; others are new RV owners.

    • Product: Since the design of Andersen’s weight distribution hitch and 5th wheel connection are considered non-traditional towing solutions (i.e., weight distribution using chains instead of sway bars), customers may be unfamiliar; some may have viewed YouTube product reviews or installation videos.

  • Need: In addition to existing materials (installation videos and digital PDF guides), customers still needed help knowing which version of the product fits without calling support for additional validation.

Objective

The business goals for this project were to reduce compatibility-related customer service calls and help customers move through the purchase process. After using the product compatibility guide, customers would be able to identify the correct product version (SKU) for their truck and trailer setup, recognize when a product is incompatible with their setup, and know when to contact customer service for further help.

Design: Mapping Product Data

Before building anything, I documented every variable so results could be validated. For the Weight Distribution Hitch, I answered:

  • What are all the versions of the product?

  • What parts make up the product?

  • What options exist for each part?

  • Is there a version for every part combination?

  • What unique features distinguish each part?

I confirmed each part number (SKU), its components, and its distinguishing features. This data became the foundation for the quiz logic. Trailer hitch compatibility is considerably more complex than a typical personality quiz, so accuracy at this stage was essential.

I converted the data into a visual step-by-step logic map. Each question was designed to determine one part of the setup, and each answer routes the customer down a path toward a specific result. I built separate logic maps for:

  • Andersen Weight Distribution Hitch

  • Ultimate 5th Wheel Connection

Development: Building in Typeform

Using Type Form, I was able to create questions that would help determine which parts were needed for the customer’s truck and trailer setup. Type Form allows for logic-based questions to map out different end results. For example, the Andersen Weight Distribution Hitch quiz presents a customer with up to 9 questions and guides them to 1 of 26 possible results:

  • 24 results provide the customer with the exact product for their truck and trailer setup.

  • 1 result informs the customer the product is not compatible with their setup.

  • 1 result prompts the customer to contact Customer Service for additional clarification.

Planning for the incompatible and “contact us” outcomes meant no customer reached a dead end. Each path ends with a clear next step.

Question Logic Map: Weight Distribution

Question Logic Map: Ultimate 5th Wheel Connection

Implementation & Delivery

Prior to launching the product compatibility guide, internal team members were notified and SMEs validated the results.

  • Product compatibility guides were embedded into the product pages.

  • Added “Find my Hitch” button on the product page to direct customers to the guide.

  • Results from the compatibility guide would redirect customers to the product page with the specific SKU.

  • Executed B2B (dealer) and direct-to-consumer email campaigns for interactive product compatibility guides.

Results

For the Ultimate 5th Wheel Connection quiz, across 5,000+ responses:

  • 96% of customers found the product they needed.

  • Only 4% of customers were prompted to contact Customer Service.

Nearly all customers who used the quiz got an answer on their own. They were more likely to move forward in the purchase process and less likely to need extra support. Try both quizzes out yourself by entering your responses in the embed forms below.