Building a product vision through user research
Learn about the impact of user research on Motoinsight's product vision, resulting in enhanced prototypes that prioritize customer needs and drive higher engagement.
Learn about the impact of user research on Motoinsight's product vision, resulting in enhanced prototypes that prioritize customer needs and drive higher engagement.
Motoinsight is a digital automotive retailing platform used by dealerships across the country. The company was struggling with lead conversion and losing market share because they did not have a clear understanding of what car buyers were looking for. The team also did not have a product vision of where to go and how to balance building features for dealerships vs features for car buyers.
As Lead UX Researcher & Strategist, my main responsibility was conducting in-depth user research and leading the synthesis of data to create a well-defined product vision for Motoinsight.
To understand the problem, I conducted a workshop with the team to audit all aspects of the platform and note where we were aware of certain pain points. We also measured the experience against user interface heuristics to identify areas of improvement.
Next, I spoke with 30 car buyers across North-America to understand their vehicle buying process, how they use their vehicle, how they did their research, their past experiences with dealerships, and what their expectations were when shopping online. The output of these interviews provided us with a tremendous amount of information around what car buyers were looking for, their decision-making process, and how to segment & target different car buyers.
We then synthesized the data by developing 13 Jobs to be done with supporting pains & gains. We also created an ideal customer journey map to visualize and share internally what car buyers are looking for from an end-to-end experience.
The output of this experience was a huge success as the Motoinsight product team now had a deep understanding of what car buyers were looking for backed by first-hand data. The team then went on to build new prototypes that addressed car buyers' core needs, improved confidence, and increased conversion. The UX team now uses this information for all their projects and has seen greater success and increased engagement on the platform.
