Improving the way Car Condition is shown online to improve total car deliveries by 15.73%
The work showcases the changes made in the way we show the Car Condition and how it improved the entire car-selling funnel
The online purchasing journey stands as a pivotal aspect of Cars24’s business operations. Ensuring that users receive accurate information about the vehicles they are interested in is paramount to minimizing discrepancies during the subsequent test drive stage.
We recently encountered a challenge where a notable percentage of users were cancelling their test drive appointments after initially expressing interest in a vehicle online. This issue had a substantial impact on our overall car delivery numbers, prompting us to investigate and resolve it.
The good news is that
We have successfully addressed this issue. We have observed a significant 3.75% increase in car visits, a notable boost of 13.73% in car tokens, and a remarkable 15.73% surge in the total number of cars delivered.
Want to know how we solved it? Join us in the journey
Data we got from the Product, Business and Research Team
Car Quality issues contribute to 10% of overall cancellation reasons. Out of which
43% was contributed from Scratches/Dents, 25.2% from Repainted Areas, and 8.9% each from Tyre and Bumper Issues
From the User Research, we found
“Customers dislike any surprises or any new info they discover at the time of visit, for the first time.”
Auditing our previous version of Car Condition
Defining the Problem Statement and HMW
Ideation Stage
Understanding the extent to which users are inclined to assess a car’s condition was a critical aspect of our investigation. During the early stages of brainstorming and ideation, we pondered the following:
Final Solution
So what did we really do?
- We tailored the presentation of a car’s condition to align with the user’s mental framework, addressing their key inquiries, such as the total imperfections, repainted areas, and tire status.
- We enriched the user experience by providing pertinent visual aids, including images and dent maps, facilitating a more comprehensive analysis of imperfections and repainted areas.
- To instil trust within our customer base, we prominently emphasized the ‘MRL-certified’ label and elucidated its stringent criteria for certification.
- We refined our system to accurately identify and display the correct count of imperfections on the platform. This adjustment aimed to mitigate any disparities when users physically inspected the cars, ensuring a more precise representation of the vehicle’s condition.
Final Design Handoffs
1. Explained all the flows and the changes
to avoid any miscommunication while the tech team develops the feature
2. Giving relevant animation links
and explaining them to avoid last-minute changes in development and clear communication.
3. Handling as many edge cases
as we thought of. Obviously, while the development started, we got a lot more use-case scenarios.
Credits
I would like to thank all the people involved in the design of this project.
Product Manager- Isha Gupta
Product Designer- Vaibhav Verma
Design Lead- Harshit Sinha
Product Lead- Aayush Goel
That’s all folks. Would you like to add anything to this? Would love to hear your observations as well. Do write to me at vaibhavverma2752@gmail.com or connect with me on LinkedIn https://www.linkedin.com/in/vaibhav-verma-210134142/
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