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Customer-Driven Data Visibility in Used Car Market
Led design on an app that tracks car data through secondary sales, allowing manufacturers and customers greater market visibility while maintaining drivers' data ownership through Web3 technology.
DATA-DRIVEN UX/UI DESIGN • CLIENT WORK • 2022
PROCESS
Problem Definition
Customer Journeys
Wireframing
Development Handoff
Proof-of-Concept
UX/UI TEAM
Myself (UX lead) and 2 junior designers
OUTCOME
Design was fully implemented and used as Proof-of-Concept for prospective automative clients, resulting in additional agency work.
Problem Definition
Past initial sale, the automotive market is the wild west of data collection. Automotive manufacturers (OEMs) have little visibility into how cars are being used and sold, and drivers have to navigate shady sales tactics when purchasing secondhand. However, the opportunity for improved data collection coincides with increased demand from users for control over their data.
The cost of data breaches at a personal and business level has led consumers to question why their information is being collected and for whose benefit; ethical data tracking is transparent, protects user privacy, and allows users to determine what to share. In order to deliver both data ownership and visibility, the app leverages Web3 technology to store verifiable car data from multiple sources (OEMs, drivers, and service centers) and offers users the choice to disclose data in exchange for a premium experience.
Customer Journeys
We began by defining four customer journeys throughout the car purchase, ownership, and sale lifecycle: purchasing a car directly from a manufacturer, purchasing secondhand, servicing a car, and selling a car. We then broke each journey into phases, and identifying the Tasks, Pain Points, Opportunities for Improvement, and Data Available in each phase. The example below shows the process for Servicing a Car, from when a customer first Notices that the car needs to be serviced through to Verifying that it is fixed when picking up. Noting the data available at each phase allowed us to keep track of what should be presented in the app at each point, and whether the data would be valuable for both users and manufacturers.
Car servicing customer journey example
Wireframing
The next step was translating the defined journeys into wireframes. The full team of developers and PMs reviewed the customer journeys to ensure the team was strategically aligned on what use cases to include in the Proof-of-Concept, but wireframes put pen to paper and allowed the developers to better voice technical capabilities and challenges. At this point we defined what data was available and could be surfaced at each point in the app.
Development Handoff
For development handoff, the wireframe flows were updated to high-fidelity screens and annotated with what data to show, how to transition from one screen to another, and any other relevant developer callouts (such as micro-animations). The handoff also included a simple style guide for reference. See examples of annotated screens and the full flow below.
Proof-of-Concept
The app was fully implemented and demo'ed to win additional automotive clients for the agency. The design addresses the opportunities in the secondary car market with an enriched view of driver data and increased transparency in sales, while maintaining user data ownership. See examples below.
Other Work
UX/UI DESIGN & RESEARCH
© 2023 by aleksandra.soltan@gmail.com
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