Cox (a fortune 500 company) was determined to bring their Autotrader product offering from the US over to Australia. The team approached Raw.Studio to strategise, design and re-define the way Australians buy and sell cars.
We used various tactical methods and tools to help us better understand what customers really wanted and needed. The sprint commenced with general desk research and drafting of proto-personas to help us better formulate our understandings.
We then dived deep into 10 customer interviews which helped the team uncover further insights. From the qualitative data we gathered, we concluded with:
To differentiate ourselves from competitors, we avoided asking customers to pick a tiered package to list their car and to provide extensive personal/vehicle details from the get go; as they are obvious road-blockers in an experience.
As a new marketplace seeking product market fit, we acknowledged we did not have the brand awareness or authority to create 'forced funnels'.
Since we discovered 8/10 car owners are unsure how much their vehicle is worth, we strategically placed a dopamine-hitting, price guideline box at the start of the funnel. Not only does this solve a major pain point, it also allows us to automatically populate vehicle details for them.
The chances of a successful sale is highly dependant on the photos provided by the seller.
The question we needed to ask ourselves was, how do we enable our users to easily upload photos of their vehicle?
We needed to 2 part solution. One that helped educate and guide the user to taking the right photos but also allowed them to seamlessly upload it as ease of use was a highly demanded request from customers who have sold a vehicle online before.
Instead of a standard upload option, we strategised and designed a smart ‘Snap and Sync’ experience that ironed out all the major pain points when it came to ‘taking photos’ of their vehicle.
The more details a seller can provide about their vehicle, the more likely they’ll make a sale; which is the ultimate goal. One of our key initiatives was to implement a few mechanisms that encouraged users to ‘share more’.
We can not assume people ‘are lazy’ or ‘don’t want to write’. People don’t mind if they:
1) Know exactly why they need to provide more details
2) Know how much to write
3) Know exactly what to write about
This led to us designing a set of indicators that educated the user on all 3 pain points.
“I've worked with Raw.Studio on a couple of projects now and really value their skills and abilities. They are confident and capable offering exceptional product design work. They are quick in turning things around and very easy to collaborate with which makes working with the team seamless.”
— Fawne Rowlands
Senior Product Manager @AutoTrader