Main activities in the project
- User interviews.
- Formulation of UX principles.
- Defining storytelling strategy.
- Wireframe and design sparring.
02User interviews and UX principles!
We performed five quick 'n dirty interviews with users in the client's main target group (second-time car buyers). We wanted to gain insights into the process of buying a car (what are the steps? what goes into the decision? what does the journey look like?) and general perceptions of online shopping.
Based on interviews, we outlined the customer lifecycle for car purchase and identified key drivers for each of the steps in the cycle. The lifecycle allowed us to identify new business opportunities beyond the initial scope from the client. For instance, there is great potential in serving people's everyday need and use of a car (giving customers the same experience as leasing a car).
03Real life narratives
To create "an Airbnb experience" we worked strategically with storytelling. From the interviews, we found that the motivation behind a car purchase is often connected to some life event (such as family addition, new job, aging). We saw these life events as ideal triggers to address in the platform. We also wanted to give the site a different feel than the picturesque style often used in promotional material for news cars. Instead, we wanted to make the stories as real as possible. We wanted people to be able to relate to the stories (he doesn't have to load a too small car with too much baby gear?).
04Buy without trying!
Users are not able to test drive the car before buying it on the platform. We, therefore, wanted to make sure that users felt safe and that information about the car was presented as honest and trustworthy as possible. In the interviews, we found that people generally test drive for two reasons: To experience the car model and to get a closer look at the specific car. To compensate for this, we introduced different interactive elements that would help the users to both get a feeling of the spaciousness of the car model as well as getting an honest introduction to the used car.