TITLE

Enhancing customer experience for buying New Cars online

My Role : UX Research & Design Intern

 COMPETITORS

■ Cars2you.com
■ Droom
■ CarTrade.com
■ Instamotor
■ OLX
■ CarWale
■ CarGurus
■ Cardekho
■ MynewCar

Customer experience , Customization functionalities ,

User centric design ,UX research , Interface Design

KEYWORDS
 To enhance the online experience of exploring, finalizing and
buying a new car.

To ensure the buyer journey is interactive , engaging and

enjoyable.

To understand the fundamentals of digital world so that

the customers can be influenced through successful social
buying techniques.

OBJECTIVES
 Use Cases
Since this project is a time bound task , I will
research & study the market for buying new
cars online.
I will identify the key requirements of the
application & study various competitors in this
domain. My research and strategy will aim to
focus on user experience surrounding how
User Journey Key Insights
users conceive the current model for buying a
car.

My responsibilities will be UX research for New

Cars vertical.

Empathy
Personas (Buyer’s Personality)
Maps

UX APPROACH &
RESPONSIBILITIES
User Research
As my knowledge was insufficient regarding this domain , I created a research strategy
to help understand the user experience .

I started out by conducting Secondary research using online resources to understand

the buying car requirements. I created user journey to understand the how actually a
person feels during the process of buying a new car. I proceeded to conduct a
competitive analysis of some of the direct and indirect players in the industry by
reviewing their solutions, app features , interface design , customization functionalities
, pricing & availability.

I followed the Design Thinking Process.

STAGE 1 | DISCOVERY
 RESEARCH TOOLS

Primary Research ( Survey)

Secondary Research ( Online research)

Call Barging Audio / Video analysis

Document Research Play store reviews

Trend Analysis

Methods that involve observation and analysis of information/ data.

Outcome: Understanding or insights based on recorded or real-time information.

 ENCOURAGE USER GENERATED
Decisions made CONTENT
Mindset
Pain Points
89% of potential buyers cite
customer reviews as a key
Research Gateway Gain Points research tool , when looking to
Involved parties buy a car. Utilize this in your
content plan.

DESIRE

Marketing
1
Recognising the Fix your Budget. Thinking of Anticipation
TV
want for a new upgradation
vehicle Dedicating time in Worried
Social Media
research Saving time & money
Pre trigger stage Friends & Family comparing online.
Deciding the kind of
Looking at car you want. Exploring options for
advertisement financing.
Checking the resale
value of car.

Decisions made
Mindset
Pain Points

Research Gateway Gain Points

DISCOVERY
Involved parties

2
Marketing Exploring which Securing finances
Organic research Exploring available Confused
new vehicle is beforehand. websites.
wanted. Social Media Worried
Dedicating time in Saving time & money
Setting Parameters. research comparing online.
Blogs
Checking the resale Exploring options for
Word of Mouth EVENING RESEARCH
value of car. financing.

Large proportions of online research

is carried out in the evening. Utilize
this in your social strategy.
 Decisions made
Mindset
Pain Points

Research Gateway Gain Points

Involved parties

3 Marketing Further research of Organic research

Not getting the loan
at required rate of
Thinking of Informed UTILISING VIDEO
specific makes , upgradation
models and extras. interest.
Reviews This promotes transparency for the
Saving time & money
Securing finances customer as well as being easily
Evaluating specific Advice from friends comparing online.
dealers. beforehand. accessible to watch and learn. Ensure
& Family. you are making the most of the
Getting a better
CONSIDERATION Start validating & Fear of negotiating. buying experience. customers.
shortlisting.

Decisions made
Mindset
Pain Points

Research Gateway Gain Points

Involved parties

CHOICE

Marketing
4
Shortlisting the Getting higher rate of Thinking of Gaining Confidence
Visiting third party interest from dealer.
options. upgradation
Sales advertising portals.
Weighing up the Dedicating time in Saving time & money
Dealer websites. research
pros & cons from comparing online.
each make and
Forums Fear of negotiating.
model. Getting a better
buying experience.
Review websites
Starts Comparing
 Decisions made
Mindset
Pain Points

Research Gateway Gain Points

Involved parties

5 Sales Deciding which

make & model is the
Calling or visiting
Learning about the
car through test drive.
Getting to know
more about cars.
Empowered
several dealerships.
best Fit.
Negotiating prices & Easy negotiation on
Seeking specialist
EVALUATION Choosing vehicle advice.
terms. various platforms.
model
Focussing on the total Getting a better
Finalising the deal. price of the car. buying experience.

Factoring the car

insurance premium.

Decisions made
Mindset
Pain Points

Research Gateway Gain Points

Involved parties

PURCHASE & REVIEW

Marketing Fear of spending a lot
6 Sales
Arranging the sale &
confirming the
Seeking Specialist
advice.
of money on car
insurance.
Getting ownership. Relieved

finances. Exact vehicle found.

Accounting Dealing one on one Getting higher rate of
KEEP IN CONTACT with the sales interest from dealer.
person.
Fear of negotiating.
Carry out a follow up ,
inviting customers to Assessing the
quality of the Tedious paper work
leave a review and rate
purchase &
the customer service Car service issue.
customer service.
they received.
 Research Insights
Car Buying Consumer Habits and Trends

# 1.1 Car buyers in 2020 browse for new and used vehicles online, with the majority of auto purchase research beginning
on the internet. Shoppers are very conscious of both quality and affordability, which is why many are turning to used cars
and looking for deals. Buyer intent is still recovering from COVID-19 and its financial impact.

Online Research & Buying

# 2.1 The main benefit of using online car buying sites is you can visit them from anywhere in the world using your
computer, smartphone, tablet or iPad. The entire car shopping process can be completed in just a few minutes and
will save you time, money and the back and forth haggling over the price of the car.

Impact of Covid-19 on buying new cars

# 3.1 COVID-19 has prompted many people to assess whether they should return to using public transit or
consider driving instead. According to BCG research, 8% of European consumers say they are more likely to
buy a car because of the pandemic. That number is 16% in the US and 60% in China.
Overall Car Buying Trends and Analysis
COVID-19 has undoubtedly impacted car-buying behavior in 2020. Consumers value the health and
safety of having their own vehicle, which has led many younger city-livers to buy cars this year.

# 1 How Consumers Research Cars

# 2 Buyers Don't Start at the Dealership Anymore

# 3 Technology is changing the Customer Experience

# 4 Mobile plays a Huge role

# 5 Digital Advertising is on the Rise

Conclusion

With digital now more of a necessity than a choice, automotive brands and dealerships must commit to introducing
and integrating digital technologies and strategies into their business.

The key to embarking on or progressing digital transformation is to have a workforce that understands the
fundamentals of digital so they can execute effective marketing campaigns and influence customers through
successful social selling techniques.

Ultimately, the goal of digital techniques should be to ensure the buyer journey is interactive, engaging and enjoyable.
 Buying a Car Ways

Old Way New Way

5 hours in a dealership Fast & Easy online experience

Haggling back & forth Upfront , transparent pricing & payments.

In dealership trade appraisal eTrade appraisal

F&I in dealership eF&I

An hour contracting in dealership eContracting

Pick up car at dealership Home Delivery

Drive to dealership to get service Service reminders & online scheduling

Drop off & pick up car at service department. Pick up & drop off from your home.
 Buying a Car New vs Used

New Car Used Car

Price & Negotiation Fixed price. Can’t be negotiated. There is always a scope of negotiation.
Depends on the condition of car.

Standardization Every product will be of exactly Lot of variations in condition due to

same make. multiple owners & their
circumstances.

Depreciation High Low

Registration fee & Charges Fees & other charges increase the Mostly charges are taken care by the
on road price of product. first owner.

Certainty Gets the same model & make as High uncertainty whether buyer will
booked in the promised time. get the desired car.

Car insurance High premium cost for new cars. Nominal charges

Warranty Comes with manufacturer’s Limited warranty by market players.

warranty.

Concern of Buyer Buyer is concerned about the Buyer is mostly concerned about the
total cost of ownership. condition of used car.
I started identifying the buyer personalities and listed the types of buyers.
Every customer has a different story, personality type, preference, and reason for being
there. Knowing about different buyer personality types can help us impress our clients and
close a sale.

Then I created hypothetical personas for buying a car.

1. Buying a Used Car

2. Exchanging a Car
3. Buying a New car

STAGE 2 | DEFINING
 USER PERSONA 1 ( Buying a Used
Car )

USER PERSONA 2 ( Exchanging a Car ) USER PERSONA 3 ( Buying a New Car )

 PERSONAS ( For Buying New Cars )

New car buyers have different motivations & aspirations. They are driven by different things and

their expectations from the new car vary within a wide range of the spectrum. It is hence

imperative to capture these different personalities/ types of users and their behaviours to know

our users better and provide better customer experience.

I started categorising the buyers based on their behaviour..

After categorising the buyers based on their behaviour , I observed that the

categories made are overlapping in terms of needs. Now I will create

personas after analysing Primary research insights . The personas with

different needs , goals & aspirations will be formed.


Buyer types fall into three main categories – Spendthrifts, Average spenders, and Frugalists.
Spendthrifts
The image-conscious
buyer
The Second time buyer
The aspirational buyer
The Long term buyer
The Impulse buyer
Types of Buyers
Average spenders Frugalists
The Temporary buyer The Value Seeker
The Family man buyer The Necessity driven
buyer
The decided buyer
The Bargain buyer
The Loan Survivor
The cross comparison
buyer
The First time new car
buyer
EMPATHY MAPPING
 MARKET PLAYERS

■ Car Saver Walmart

■ Vroom
■ CarTrade.com
■ OLX
■ CarWale
■ Carvaana
■ Cardekho
■ MynewCar

Bosch , BMW , Hyundai , Jaguar , Mercedes , Renault ,

Tesla , Citroen

OEM’S
Competitive Analysis

MARKET PLAYERS

OEM’S
I started with Quantitative research and created a questionnaire to understand the user
better. After analysing the questionnaire I will figure out the specific areas of enquiry. Then I
will start with Qualitative research where I will conduct In-depth interviews . After
conducting interviews I will figure out the areas that are worth exploring & the ones that are
worth discarding.

After validating the Hypothesis I will start ideating the Design output based on the findings.
 RESEARCH TOOLS

Primary Research ( Survey)

Secondary Research ( Online research)

Surveys Extreme user interviews Personas

In-depth Interviews Fly on the wall Scenarios

Five W? Netnography

Methods that involve observation, questioning and/or testing with users or representative users.

Outcome: Understanding or insights based on what people said or demonstrated.

 SAMPLING METHODS & SIZE

Quantitative
Research
350 Voluntary Response
sampling

Non Probability Sampling

Purposive Sampling Qualitative

( Judgemental) Research
8-10
 QUESTIONNAIRE
Qualification / Screening

1. Have you recently purchased a Car?

2. Are you planning to buy a Car?
These questions are qualifier, we 3. Have you bought / planning to buy a
will only ask other questions for new or used car?
people who said yes to these.

Demographics

1. Tell me about yourself?

2. Age ? Income ? Occupation ?
3. Your daily routine?
4. Where is your work place?
5. How do you commute to work ? It is
economical / convenient?
6. Who all are there in your family?
To warm up the user.
7. Do you own a car ?
To understand their lifestyle.
8. Who uses the car most?
Dependent variables
9. Hobbies?
10. Do you go out on weekends or prefer to
stay at home?
 Car Buying Experience
To understand what are the
challenges , what can be 1. How do you feel about buying a new car ?
improved? 2. Rate your fear of going out of budget while
Perspective of user buying a new car.
3. While buying do you get lost with options?
4. What is your biggest fear about buying a
car?
5. How would you describe your confidence
around car buying?
6. How comfortable are you to shop online?
7. If you could buy a car online, would you do
it?
8. What is the main reason for buying a New
Car ?
9. What do you look for?
10. Is this your first car?
11. If not, what is the primary driver to buy a
car?
12. How do you plan to use this car?
 To understand the entire research
process.
Their priorities & thinking process
before buying a new car.
Their excitement level & concerns.

Discovery - If planning to buy

Discovery - If recently bought

1. Would you consider buying a car without a

1. What was the most frustrating or upsetting
test drive?
part of the process?
2. Who will influence you the most for buying
2. What was the most enjoyable part of the
a car?
process ?
3. How much Finance/ loan availability will
3. What are your purchasing sources?
influence your purchase?
4. Did you buy it from the same source?
4. To what level will Warranty influence your
5. Did you have a budget in mind ?
purchase?
6. Did you keep to it?
5. How much Service package will influence
7. Did you test drive the car before buying it?
your option of buying?
8. Did your purchase include any of the
6. To what extent delivery will affect your
following?
purchase?
9. If financing , how was it arranged?
7. Will insurance affect your purchase? If yes ,
10. Thinking about car purchase experience,
to what extent?
were you satisfied with the following ?
8. Will insurance affect your purchase? If yes ,
11. What is the most frustrating thing you find
to what extent?
while buying a car?
9. While buying a car what is most important
to you?

Some voucher as reward.
Invite people for In-depth interviews
by taking their consent at last.
8-10 people required to ask detailed
questions to analyse research better.
Follow ups / Invitation
1. Would you be willing to talk about your
recent car research or buying experience?
2. If yes, Leave names for 1-1 interviews/ focus
groups
 Design output based on
findings.

Validating Hypothesis

Conduct In depth Interviews.

(Qualitative Research)

50
Figuring out the specific Responses
areas of enquiry. of Survey

Analysing the
quantitative survey. https://docs.google.com/forms/d/e/1FAI
pQLScgb3H8mCCCWTIffjaARQjkhS1Wz
JDCEyNfwqMpEdmv7o4MvA/viewform
?usp=sf_link
 BASIC ANALYSIS OF SURVEY

● Target group young adults.

● 20-32 years.
● Working professionals.
● Price bargaining & visiting dealers are most frustrating.
● Using latest technologies & performance are the main reasons.
● Finance is not an issue. Generally it is managed.
● Warranty , Insurance & service package are important .
● Online payment not very favourable.
● People prefer delivery at home.
● Insurance is must.
● Mostly people are comfortable shopping online.
● People Prefer Test Driving.

Analysed based on 50 responses … waiting for another 300 responses to analyse better.
 IN-DEPTH INTERVIEWS QUESTIONNAIRE

WARM UP

Objective: 1. Introduction/Warm Up

Familiarity Hello! My name is Priyal. I work for Cars24. I work in the research department here. My job is to
Purpose talk to people like you and know their thoughts on the topic I am researching. Today we will be
Confidentiality
talking about New car buying experience.

This will be a very easy going conversation, just following points to keep in mind:

1. There is no right or wrong answer , we want to know your honest opinion.

2. Please feel free to share your thoughts , it will be very insightful for us.
3. This call will be recorded ( because we can’t remember which respondent said what)
4. Rest assured , it will be deleted after the project is complete and nothing will be shared
with a third party.

INTRODUCTION
Objective: Before we begin with our discussion can you tell me about yourself?

Rapport building Probe if required

Profiling ( Tech savvy and
frequency ) ● Name
● Occupation
● Who all are there in your family?

We are are dealing with covid and it has impacted our lives, so I want to talk to you a little bit
about this….

● How has covid impacted your life? ( Professional/personal)

● How did you use the extra time at home? ( If WFH)

Earlier we use to go out and buy things but now due to pandemic we are forced to stay
cautious….. So how has your lifestyle changed?

If user mentions about using social media or online shopping etc.. probe further. During
lockdown internet was our gateway to outside world.

Internet behaviour usage probing

● What all did you do online?

● Have you been using an online platform for shopping?
● Have you faced any difficulty in operating the websites?(operate alone , need help of
kids , friends?)
● Have you bought any expensive thing online?
● Ask about payments here ( how)?
 CAR BUYING JOURNEY

Objective: I have heard that you are planning to buy a new car. ( From survey )..... Can you tell me what
needs arose for you to invest in a car? When did you start looking for cars?
Ascertaining the points
of Buyer journey What factors have you decide for now?

● Price
● Model
● Year
● Mileage? etc...

Where have you been car hunting?

Online?

● Which websites?

Offline

● Dealers, friends , relative?

Have you shortlisted any car till now ? If yes, probe…..

● Number of offers made , enquiries made,?

Experience
 TASK TO FIGURE OUT THEIR JOURNEY

Objective: ● Let’s do a little task now… Please share your screen for this task… Imagine that
government has banned public vehicles and you can travel in private vehicles
Observe the road taken, only….now you are forced to buy a car for yourself… Can you show me how will you
Judge them.
select a car for yourself?

Observation
 DISCOVERY

Objective: ● What features does your current vehicle have that you would still like to have in your

To understand their pain new one?

points & their needs. ● What do you dislike about your current vehicle?
● What are the top 3 things you’d love to see in your new vehicle?
● Will you be trading in your current vehicle?
● Who is going to drive the vehicle most of the time and for what purpose (business,
pleasure, family)?
● What is your timeline? (Buying ASAP vs. browsing and waiting)
● Are you planning to pay cash or finance the vehicle?
● Did you finance your last vehicle? What was your monthly payment?
● How was the experience while purchasing?

Previous Journey
 ROLE PLAY ACTIVITY

Objective: ● If you are asked to sell a car on an online platform… what do you think are the
important factors a buyer will consider while looking for options online?
To understand their ● What type of offers can you give to engage the buyer?
point of view
● How can the Test Drive experience be created online?
● What do you think steps should be while purchasing a car?

Key points
 INFORMATION

Objective: Ask about these things….

Prioritization ● Perception towards Financing

● Money back Guarantee
● EMI
● Warranty
● Delivery
● Insurance

Order of Priority.

Cars24 will be selling new cars now, how do you feel about it? They can go back to the store if
anything happens...

Started with Pilot interviews….. collecting survey responses as well.

COLORS
 TYPOGRAPHY

Aa
Montserrat Font Family

Regular Medium Semi Bold Bold

Aa Aa Aa Aa
 REFERENCES

https://auto.economictimes.indiatimes.com/news/passenger-vehicle/cars/75-new-car-buyers-do-online-research-before-purchase-study/57394333

https://v12data.com/blog/25-amazing-statistics-on-how-consumers-shop-for-cars/

https://economictimes.indiatimes.com/industry/energy/on-the-rise-clean-energy-adoption/articleshow/80103842.cms

https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/consumer-car-buying-process-reveals-auto-marketing-opportunities/

https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/car-buying-research-data/

https://digitalmarketinginstitute.com/blog/5-ways-digital-is-transforming-the-car-buying-experience

https://www.financialexpress.com/auto/industry/90-buyers-research-online-before-showroom-visit-how-digital-platforms-affect-car-buying-decision/1901974/

https://www.bcg.com/publications/2020/impact-of-coronavirus-on-purchasing-new-cars-online

https://b2b.autotrader.com/news-resources/automotive-industry-trends/covid-19-digital-car-shopping-trends/

https://www.counterpointresearch.com/weekly-updates-covid-19-impact-global-automotive-industry/

https://www.autonews.com/sponsored/2020-automotive-e-commerce-report-0

https://www.autocheatsheet.com/new-car/car-dealers-compete-online.html

https://www.forbes.com/sites/sarwantsingh/2020/02/03/10-brands-are-now-selling-cars-online/?sh=79733f291d23

https://www.findthebestcarprice.com/car-buying-statistics-trends/#Car_Buying_Consumer_Habits_and_Trends

https://www.accenture.com/_acnmedia/Accenture/Conversion-Assets/Microsites/iFrame/autodigital-customer/AllCountries/ACC_Auto_Digital_Survey_2015_rev14.pdf
THANK YOU