Through different research methods, I learned about the automotive industry, both ends of the car buying process, and dealership operations. In order to stay organized with all the information gathered, a research wall, ecosystem map, and mind map was used to organize and visualize all the information and thoughts the team had in this phase.
Research Wall
By using a research wall, the team was able to store all of our sources on one board allowing us to reference any information we needed without losing our source. It allowed us to easily store screenshots, quotes, and links.
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Ecosystem Map
Through an ecosystem map, the team was able to lay out the various possible touchpoints (whether it be human-human interactions or even human-machine interactions) a car buyer could possibly encounter throughout the process
Mind Map
With all the research in mind, the team created a mind map. It allowed us to see what was on everyone’s mind and what knowledge was acquired during the research phase. Once all the notes were placed in the mind map, 4 categories were created: findings, questions, assumptions, and ideas. Categorizing our thoughts helped us see what we didn’t know and highlighted problem areas we could tackle.
Research Goals & Objectives
Assess opportunities where car dealerships can adapt to the changing landscape due to COVID- 19?
Understand what the car buyer experiences throughout the whole process
Be able to identify problems and translate them into possible turnkey solutions for both the car dealership and customer buying experience
Methodology
Journey Mapping
By detailing out every step of the car buying process for all involved (car buyer and salesperson), the journey map painted a clearer picture of how each person is feeling and thinking throughout the process. It also assisted in finding areas of opportunity.
Competitive Analysis
The car buying process is very complex, from the dealership receiving the car to a buyer driving the car home, there were many touchpoints that most would not know about. As a way to understand the process, an ecosystem map was created to visually show everything that a dealership and consumer need for the car buying process.
Surveys
Objective: Understand what the car buyer experiences throughout the whole process
Participant Criteria: Consumer that purchased or leased their car from a dealership
Distribution Outlets: Reddit, UX Groups, Facebook Groups, Friends/Family
Respondents: 48 responses
Interviews
In order to gain a better understanding of the users, I wanted to speak directly with the stakeholders that are an essential part of the car buying process. The team was able to speak with 2 sales representatives, 1 marketing manager, and 2 consumers.
Challenges
One of the major challenges I faced in the research phase was trying to remain unbiased. Throughout the research, my memory of purchasing a car kept trying to lead me to find results to validate my own opinion about car dealerships and the car buying process. However, I made an effort to keep an open mind about the results and relied on my teammates to provide their perspectives.
Understanding The User
Interviews and surveys were conducted to understand the users. During this phase, there were many learnings that challenged the team’s initial assumptions. Initially, it was assumed that car buyers generally viewed the car buying process in a negative way, however through the research conducted, it was shown that car buyers did enjoy the car buying process, but they wished it was easier.
“I want to check my car in person before purchasing it”
- Alex, Car Buyer
Survey
Based on initial research, the team initially assumed that a majority of the respondents would have a negative experience at the dealership and a considerably long processing time. However, with the results challenging our assumptions, we took into consideration that the possibility of the difference between purchasing a new vs. used car could possibly play a factor and would need to be further differentiated.
Interviews
To gain a better understanding of the users, I wanted to speak directly with the stakeholders that are an essential part of the car buying process. The team was able to speak with 2 sales representatives, 1 marketing manager, and 2 consumers.
“There’s a negative stereotype, a stigma...that we always want to upsell them [the customers] and take their money”
- Mico, BMW Client Advisor
- Human interaction is still important
- In-person experience is crucial
- Call for transparent pricing
- There's mistrust between seller and car buyer
- Bound to do the paperwork
Who Are We Designing For?
With all of the research in mind, 4 characters were created. These characters were used to help identify common patterns each stakeholder encounters.
In order to understand the user’s process better, journey maps were utilized to help identify major points in the buying process on both the consumer and salesperson side.
Key Insights
Translating Observations to Insights to Actionable Items
Spend a heavy amount of time to research online prior to coming into the dealership
Prefer an in-person experience
Physically check and inspect the car
Run on a complicated business model
Need to adapt to a consumer-focused model to maximize customer satisfaction
Automotive Industry Insights
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
Both manufacturer and dealerships need to adapt.
There are opportunities for used car dealerships to thrive
Due to the pandemic, the low to middle income consumers buying power was affected
A way for dealerships to advertise their used cars more efficiently.
Making car purchasing more accessible to low-middle income consumers
Dealership Insights
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
Consumer Insights
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
COVID-19 majorly impacted the industry as a whole.
Used car sales boomed, new car sales suffered.
Although car sales went down, the average car price still went up
