Case Study: Eccentric Engine achieves a 5x increase in conversions and 30% more customer interactions with UserTesting

How Eccentric Engine develops 3D technology to improve the car buying experience in India and beyond

Eccentric Engine, a Mumbai-based startup building showroom-like 3D car visualizations for OEMs and dealerships in India and Europe, needed to evaluate how users transition from traditional 2D websites to an immersive 3D buying experience. They discovered users often treated the product like a 2D site—struggling with navigation, seat-to-seat views and a confusing login flow—and wanted to ensure the experience supported shoppers through selection, personalization and eventual purchase.

Using UserTesting to observe real users, Eccentric Engine identified navigation and onboarding pain points and validated local insights (e.g., preference for white cars). They redesigned the flow so customers can build car views before logging in, improved zoom and interface cues, and added guided tutorials; the changes drove a 30% lift in interactions from the tutorial and a 5x increase in customers completing online purchase forms.

Eccentric Engine

Varun Shah

Chief Executive Officer