Click picture for prototype
In this case study we are taking a look at the Automotive industry in response to Covid-19 when store fronts were closing and they began to solely rely on their online presence. We took a closer look at the current process of car buying, and began to break it apart. We wanted to examine where the digital ends and the physical begins, and take steps to push car dealers more into a technological age.
We started we with Empathy Mapping, Assumption grid and finally a Lean UX to try an really focus our attention.
Empathy Mapping
We needed some help to visualize the needs from our users. Further this allowed us to identify observations about our users.
Priority is safety
Transparency
Information up front
Easy to find
Holistic view
Assumption Grid
Our assumption grid broke down into 2 categories:
Brick and Mortar
Digital Services
Lean UX
Supporting the needs of customers throughout their entire customer journey with the car dealership will add value to their shopping experience.
Providing safety features and procedures to customers for a “peace of mind” human experience in the car buying process.
With concept of service design in mind, we have discussed having two types of categories to balance the needs of both sides. Without further research, we believe it is too early to narrow the groups to specific users.
This lead us to our first hypothesis:
User Interviews
After setting the foundation for the product, We chose to conduct user interviews with a few car dealership employees (Internet Sales Manager, Sales Floor, and Service Floor) to uncover insights and learn more about the car buying process.
Key Insights and Takeaways:
Users feel buying a warranty is more like a high pressure sale more than a convenience purchase.
The hours long wait to get into the F&I office.
They would like to see more of a digital presence or having more access to the Warranty information from the dealer ahead of time.
They would like to be able to have a test drive or compare shop from home from home.
Car buyers are looking for all the information before buying a car.
Not everyone is familiar or good at negotiating.
Car Buyers feel very uneasy, nervous or intimidated when they are at the dealerships.
The Problem
Car buyers need to feel empowered when buying a car, because it can be a stressful, intimidating and overwhelming experience. We are working in the lens of covid 19 and pushing dealerships to digitize more of the car buying process. While still having a personalized customer experience.
In order to do this we had to really examine how each stage of the car buying process was done, at the dealership or online. If it was at the dealer ship how do we push that to become more of an online presence.
The Digital Car Buying Process:
Browsing/Comparing
Strong Presence but very unorganized
Test Driving
No Presence
Finance/Lease
No Presence
Vehicle Delivery
Depending on the level of dealership
Services
able to book on their website
Lease returns/ Trade-in’s
No presence
We decided to focus our attention on three aspect that surfaced.
Browsing/Comparing
Users had to scroll to find all of the information, user eventually went to a different service
Test Driving
You can’t request a test drive at most dealerships by any app or digital service
Purchasing/Warranty
Different Loan options
Having the final warranty information so it doesn’t come as an upsell and modifies the price.
The Solution
An app that that will give consumer confidence if car buyers can have a transparent and personalized digital car buying experience. While browsing thousands of cars built on a platform that lets users have all of the pertinent information without going to the dealer.
From our Assumption Map
From our Assumption Map
Setting the foundation - What are the opportunities
We conducted a competitive analysis to scope out the space and discovery possible opportunities.
Key Insights and Takeaways
There are no apps that directly solve the problem.
Car Max does have an excellent selection of helpful tools.
Auto Trader can search for cars that aren’t for sale.
Carvana has a wide selection of search and filter options.
All platforms have bad communication options.
None of the platforms list if there are any last minute add ons (warranty or dealer fees) that could affect the price if the car.
Sketching and User Flows
Once we had determined the focus scope of the product and uncovered some design challenges and goals to keep in mind, we choose to sketch out our ideas to better visualize the solution.
Sketching helped us uncover various insights from the visual design and user experience lens - Focusing on Car buying, test driving and delivery, as well as F&I and Maintenance.
We worked through various design problems through a user experience perspective.
After Sketching we wanted to focus on the core experience and differentiator - the creation process. We chose to create a low fidelity screens in order to look and the process holistically to find opportunities for improvements.
Final Designs
The Onboarding Experience
With only one chance to make a good first impression, I wanted to create an immersive experience that the user will remember from the start.
Onboarding is a key opportunity to set the tone for the product experience. I wanted to create a thoughtful and intentional introduction to the experience that the product provides.
The Home Screen
I wanted to design a home screen free of clutter – focusing on one goal, helping users easily navigate the process of buying a new vehicle.
Simple presentation of the Home Screen right when you open the app keeps the user focused, organized.
Through the use simplicity and functionality we created a delightful experience for the user – a reminder that the focus of the product is car buying..
The Browsing Process
Browsing was designed with simplicity, allowing the user to easily sort through the noise to find what they like.
Browsing with thoughtful interactions and focused content. While searching quickly see all of the pertinent information.
Easy search out the make and model you want to look out.
Use the filter options to narrow down your choice.
Test Drive, Purchase and F&I
This is where users go from the browsing on an app to the personalized/in person experience.
Click for the prototype.
A simple experience that focuses the user on what’s important, test driving and car buying. Being able to select the warranty that is best suited for your needs. Finally receiving different personalized loan options.
With F&I you would be able to see all of the warranty plans with prices and be able to make in informed decision with out feeling pressured.
See the progress of the “dealership” and see the document signed/need to be signed, plus have instant access to the digital documents.
Outcome and Reflection
This project really shined the light on car dealers and the many ways we can bring them into the digital age. Where buying a car on a phone or tablet is the new normal. Having car dealers present more information up front while creating less high pressure sales, and waiting hours in the show room while you documents are being prepared.
Although I did not have time to cover everything I would have liked to, but if I would have had the opportunity to spend more time on this case study I would have focused on:
Conducting user testing to validate the solution or find my iterations.
Finalize prototype with new found user feedback, push towards high fidelity prototype
Spending some time designing this experience on a tablet and web
Continue to build or more of the F&I side
Warranty options/levels