I worked on this last year while I was working with Cars24, Our goal was to improve the MVP version of the adding car service as an option for customers to buy while they are buying their dream car; We launched this after conducting many qualitative and quantitive user research and note down all the customer’s problems.
The Goal of the Redesigns
Continue improving the attach rate
Making the digital experience similar to the physical experience
Trying to show only the information the customer will care about ( Making it a user-centered experience )
Hypothesises
1. As a user, I don’t know the benefits of Car Services Bundles.
2. As a user, I don’t want to add an extra amount to the budget, I need to know about the services from the start while I am browsing the cars.
3. As a user, I don’t have the time to browse all the products and explore all the plans, I care only about what I need.
4. As a user, I used to be assisted in choosing these products.
5. As a user, I used to see similar cars already have tinting or coating while choosing these services.
6. As a user, I want to have clear answers if I have any questions about tinting/coating
7. As a user, I need to understand clearly the benefit of coating to apply in my car
Problems
We searched for user problems through multiple channels
NPS problems
As a user, I don’t get the right help from RM when I need it. There are a lot of delays in responding to messages/calls, and communications mostly stop after receiving the car ( Poor communication ).
As a user, I don’t know how to order a loan from the bank to finance my car
As a User, I don’t have a clear knowledge of what will go with registration and delivery, or signing any doc, when I go to RTA I don’t know what to expect.
As a user, I don’t know that for insurance it’s a non-agency repair, it should be clear in the details.
As a user, I didn't know what the Warranty would cover and not cover, it was not explained.
As a user, I didn’t receive the car on the promised delivery day ( We worked on this on a separate task )
Field Visit research notes
Brainstorm solutions and Suggestions
Reducing RM dependency for VAS and increasing self-attach rates
As per the current process, the first time a user gets to know about VAS plans in detail is during the RM call after token, before they’ve seen anything on the product themselves. This will soon move to DAs pitching VAS on the customer app right after the spot tokenLearnings from best-performing RMs that can practically be used to improve vas journey on the product -
100% RMs share images/brochures over WhatsApp to explain vas plans better and show visual cues, especially for tinting and warranty - signifies a lack of relevant info on the product, which can be easily added.
Tinting - How will my car look? The difference between brands A vs B, in darkness levels 30 vs 50? What’s the warranty on tinting
Warranty - Are engine parts, and AC covered? Will parts be replaced or repaired?
Coating - To what extent scratches / dents will be visible?
Most RMs did custom pitches based on user profile (price conscious or not) and car profile (luxury/ SUV/ compact etc..
Often RMs used social validation as the final push to convert a customer who was on the edge (my last x customers chose tinting.
VAS attach rates differ significantly for FP vs financing, how can we improve our FP attach rate? (Bundle - 5 vs 16, Warranty - 43 vs 52, Tinting - 30 vs 45, Coating - 16 vs 32)
Designs Inspiration
Old Version Designs
Bundle List UI Exploration
Final Designs
Live view after Developing
Results & A/B Testing
We found that we are continuing on Improving The customer’s experience and we continue on Impacting the revenue margin reach to around 11%
AB Test Results
We conducted an AB Test to compare the new designs with the old designs, and we found out that the new bundle design improved by 1.20% and for the other individual services, the results were almost the same.
