Automotive Aftermarket Digital Platform
Revitalizing User Engagement for Vehicular Servicing
Role
Product Designer
Duration
1 month
Platform
Mobile
Team
Prachi Kadam
Mahek Shaikh
Antara Karthik
Govind A
Timeline
6 months
Tools
Figma, Fig jam, Miro, Photoshop, Zoom
Team
About the Product
Automotive aftermarket is the secondary market for vehicle parts post the original sale from manufacturer to consumer.
myTVS is India's new-age automotive aftermarket service provider of vehicles for -
1. Servicing ( Maintenance and Repair)
2. Acccessories
3. Insurance
They aim to be completely transparent, futuristic and impeccable
Tried. Tested. Trusted
Understanding the Problem Space
In 2021, MyTVS embarked on a journey of digital transformation by automating both its backend and frontend services, ranging from garage and warehouse operations to order processing, inventory management, and delivery practices. Although the backend experienced significant benefits from this reorganization of data, the front end encountered challenges in effectively communicating with its users .
#1: Undiscovered content
Complicated user flow and overwhelming service options
#3: Lack of trust and credibility
Incoherent and outdated visual and branding identity that conveys neglect
#2: Cluttered navigation
Unclear call-to-actions, disorganized text and images, and inconsistent colors
#4: Lack of Engagment
Insufficient interaction and involvement on the website.
The Solution
Drag the bar to see the difference in the design before and after
Home Screen Redesign
Product Page Redesign
Interested in how I got there?
The following flow showcases the roadmap I followed to achieve the final outcome.
Research
Ideation
Design
Prototype
Final Shipping
Research
Brand and Strategy Kick Off
We held a workshop with the clients,strategists, backend developers, and the marketing team to understand where the existing product was lacking.
#Problem 1
Clients input
"The product lacks significant incentives
for customer retention."
#Problem 2
Strategist's Input
"The product
lacks brand
consistency "
#Problem 3
Backend's input
"The frontend doesn't integrate our 3 main services"
#Problem 4
Marketing's input
"We have not reached our target lead conversion rates."
Setting Business Goals
Improve Content Discovery
-
Allow users to find relevant service in quickest possible time
Improve Engagement
-
Get users to spend more time to explore all the services.
-
Be the first choice of vehicle service for 200 million Indians.
Drive Lead Conversion
-
Make the website the largest demands generator of leads & booking services by getting organic traffic through SEO
Hearing User stories
When it comes to vehicle servicing, users usually prefer to visit the authorized service center till the recommended periodic services are available. However, when the warranty expires, they switch from the authorized service center to the local garage because-
Convenience:
"We find it convenient to get their vehicles serviced by a known mechanic within their locality."
Cost of servicing:
" We find it cheaper outside than in service centers."
Word of mouth:
"We trust
what people recommend us."
Key takeaways from our interviews with 18 users.
*Our focus was on understanding why users chose our website initially, and not why it lacked engagement.
Mapping Final Insights
Trust is a major factor in decision making. Users trusts what they see or experience.
Users want to keep track of and visualize their vehicle’s servicing progress.
Owners are often confident about their vehicle choice, but uncertain when it comes to service.
Customers consistently seek value for their money. The quality of service is of utmost importance.
Ideate
Generating concepts from insights
Consolidating our findings and creating a roadmap to define the information architecture proved to be one of the most challenging tasks. Following extensive brainstorming sessions, we distilled our focus on four key aspects of the new website. They were-
1. Content
2. Navigation
3. Trust
4. Engagement
A scroll through our ideation phase
My contribution in the research process
Design
Final Solution
Credibility/ Trust markers
Showing the number of vehicles serviced helps build trust among users and would be ready to avail of the service relying on this. We achieved this by highlighting their achievements and statistics.
Provision for promotional content
Banner Content
-
Hero Image/ Video/ Carousel
-
Headline Statement
-
Trust Markers
#Addresses pain point 2
Personalized Content
Tailored recommendations based on your vehicle model.
Transparency
Giving the user a transparent view of the process of the service that will be provided to them- thus clearing off their immediate doubts and confusion
#Addresses pain point 2
Persuasion: Clear advantages over the next best alternative
Conversion
A comparative view on advantages of hiring our service.
#Addresses pain point 2
Cross Selling
Cross selling accessories associated to the vehicle servicing is introduced to increase the sell figures.
#Addresses pain point 2
Lets Talk Numbers- Impact
2.8+ M
60%
75%
Vehicles Serviced
Conversion rates
Boost in Retail
*Performance metrics assessed six months after inception.
Learnings and Future Scope
-
Huge Learning Curve. Since I have no background in the automotive sector, it was quite challenging to learn all about the aftermarket of vehicles and their servicing.
-
Feedback is Crucial. Adapt, and implement design cues after feedback sessions and keep testing to best understand your users.
-
Simplicity is the product of good design. Choosing services and making payments online is a stressful task, so the more clear and integrated the experience is, the better for users to take the final step to purchase. Keeping the experience simple, modular, and uniform across the platform leads to user familiarity.
