PRODUCT DESIGN • RESEARCH
Car creation flow
Empowering car dealers to trade more efficiently
Turning missed opportunities into results: +54% leads
Problem area
Revamping outdated experience
Car creation flow is the birth place of cars that come to Danish Market. Every day around 800 cars are created in Bilinfo, more than 300.000 yearly, which showcases the importance of the flow being usability friendly. Dealers complained that old experience had outdated extra equipment catalogue and was hard to recognise required fields.
Process
Objective and Key Results
The team set up objective and Key Results:
Empower car dealers to create high quality car ads in an easy and effective way.
We utilised Design thinking process – a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test.
We kicked off the project by doing Heuristic evaluation of the old flow and conducting a think out loud test with dealers while they are using the old flow.
While conducting studies of process, we discovered a number of pain points and needs that current experience is not catering for:
• Prices fields are confusing their is many of them at once and users are trying to access disabled fields (e.g. one need to add downpayment before choosing leasing type)
• We have outdated extra equipment, that is missing data and is hard to navigate. Dealers are afraid that they are checking wrong equipment and unsure what buyers want to see.
• Dealers collect data data by taking physical notes and using those to create car in Bilinfo. (e.g. printing extra equipment page). This often makes them forget to fill up all the information they have.
Furthermore, we utilised the Jobs to be done methodology to group and evaluate main surfaced Jobs to be done.
Solution
The new way ti create car listings
The proposal design focuses on grouping information and presenting dealers with smaller amount of input fields at the time in order to improve quality of the input.
Impact
Impact and reflections
Within the first three months from the final release, we could measure the significant increase in dealers recovering missed calls leads (+54%), as well as we managed to increase the number of trade-in car deals (+8%).
A 54% improvement doesn’t come from new colors. It comes from understanding why users were frustrated and systematically fixing it. The new design made the product better and made the dealer faster — that’s the real win for long-term product health and end user.