Navigator
Revolutionizing Automotive Retail Though Omnichannel Innovation
COMPANY
UCLA UX Program
ROLE
UX Designer
EXPERTISE
UX/UI Design | Service Design
YEAR
2024
Project description
Customers are frustrated by lengthy dealership visits and are demanding a alternative car buying experience. Research highlights poor customer service, with issues like pressure for unnecessary purchases and lack of transparency in the Finance & Insurance process. The automotive industry struggles to adapt traditional sales models to meet these evolving expectations. Navigator aims to streamline the purchasing journey, enhancing efficiency and satisfaction through integrated online and offline touchpoints.
Problem
The automotive industry is currently is struggling to adapt from their traditional sales models to support the needs and expectations of customers throughout their entire customer journey.
Timeline
From explorations to final designs in 8 weeks while working with multiple projects at the same time
Process
Post-pandemic, consumers increasingly demand digital interactions, yet car dealerships struggle to shift from traditional models. My team's Navigator process started with empathy maps and interviews to uncover pain points like delays. We used affinity mapping and Trello to prioritize omnichannel solutions, and through prototyping, developed Navigator as a platform that balances digital and physical touchpoints for efficient car buying.
Research & Planning
My team launched a Research Plan that locked in objectives and timelines, ensuring a razor sharp focus. We crafted Empathy Maps to dig into user needs. Utilizing Interview Guidelines for eight in-depth interviews with car buyers and dealership staff revealed pain points like scheduling chaos and communication fails.
Ideation Exercises
Assumption Graphing exposed technical and legal hurdles, shaping a strategic roadmap that kept us ahead of the curve. We synthesized insights with Affinity Mapping, pinpointing themes like pricing transparency, while a Trello Board powered collaboration across our diverse team. This rigorous process defined target segments and key features.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Development & Implementation
Leveraged agile development methodologies to build the Navigator app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user preferences and optimize car purchasing recommendations.
Solution
The resulting car purchasing app offers a seamless user experience, allowing individuals and businesses to effortlessly complete the entire vehicle purchasing process.
The Pressure Angle
We designed Navigator to remove the two things buyers dread most: the wait and the pressure. Transparent no-haggle pricing, financing signed from home, and a kiosk that allows customers to check-in for scheduled test drives making the interaction with the salesperson optional instead of unavoidable.
Simplified F&I Process
Simplified the F&I process by moving contracts, protection products, and signatures into the app, so buyers can review the fine print at home instead of under pressure in the finance office.
Personalization
Customizable settings allow users to tailor car budget preferences and priorities to their unique needs
Results
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, etc.
Improved User Flow
Across six moderated sessions, participants completed 31 of 36 tasks, with search, booking, and pre-qualification finishing at or near 100%.
Friction Removed
Schedule test drives, book appointments, and complete the entire purchase from the app, with the dealership visit reduced to a kiosk check-in and the keys.
Cost To Signature.
Testing showed the cost-to-signature path was the most confident part of the flow, with every participant completing it unaided (6 moderated sessions, directional).
