Project Updates
Key Problem
A driver can improve knowledge and trust in the car repair process by accessing comprehensive resources from all related data.
Areas of Investigation
Car owner/drivership: new, used, leased, age of car, how long cars are kept, how long do cars last, what driver process is
Car repair: process, industry
Mobile technology: how is it used currently (apps, searches), how might it be helpful
Target User
A person who owns or drives a car that is no longer covered by a lease or warranty.
Generally this person may
· have little knowledge/experience with car repairs
· mistrust mechanics
· be computer/tech-savvy
· or may not have a preferred/regular car repair shop
· be mid-twenties or older
· use more than one car, including a friend or family member’s car
Justification for Cognitive
Cognitive can improve an owner or driver’s car repair and maintenance experience by scanning and keeping track of massive amounts of data to generate dependable recommendations and reminders related to a specific vehicle.
Background/Preliminary Research
This research will help provide information about car usage, the car repair process for drivers, how apps and online tools are part of the process, and what users do and do not like about the apps and the process of getting a car repaired. It will include a review of secondary sources looking at trends in car ownership and vehicle longevity, issues in the car repair industry for users and shops, as well as current apps available.
Research Progress
According to a Think with Google Report which surveyed 500–2000, ages 18–44:
• 81% of drivers agree that quality service is more important than price
• Drivers can be swayed to new repair shops
• 70,000,000 monthly aftermarket services searches on Google
which would be about 525,000 customers/mo
• Shops have found that digital moments matter throughout a driver’s journey. These include online, online reviews, shop’s website, on phone, online videos
Searches included
•looking up potential causes of problem and/or how to fix it themselves
•looking up shops and their hours, pricing, reviews
•also if a regular customer needs a new place because their regular shop is unavailable, or
•if a stranded driver needs to find a shop, or
•a satisfied or dissatisfied customer who likes to post reviews
• Both Do It Yourself (DIY) repairs and Do It For Me (DIFM) customers do similar searches, which include videos
• 40% research how to do their own repair before taking the car in to a shop
• 43% of drivers perform a search online or on their phone when deciding where to take their vehicle for service
• 73% would return after routine maintenance for larger repairs
• 62% of drivers research a tech’s recommendation
• 1 in 4 post a review when they find a service provider they like
• 2% of drivers get digital reminders of service from their repair shop
When a car breaks down drivers do online searches for towing, how to repair, repair shop, diagnose problem, dealership
Additional Research Progress
Average driver keeps a car 6.4 years up from 4.6 before 2008
78% keep a car at least 10 years
Average age of a car on the road in 2015 was 11.5 years
257.9 million cars registered in the U.S.
Warranties typically expire at 3yrs or 36,000 whichever is shorter
Consumer Reports indicates that cars are made better and can more easily last closer to or beyond 200,000 miles
Drivers use independent repair shops more than dealers for cars outside of warranty periods
USA Today article: . . .Americans between the ages of 55 and 64 years old are now the most likely to buy a new car . . . still, this alone does not mean younger Americans are not driving. In his recent report for IHS Automotive, automotive analyst Tom Libby, wrote that these figures “are based on the ages of the people who register the vehicles, and they are not always the same as the principal drivers.” https://www.usatoday.com/story/money/cars/2014/10/04/24-7-wall-st-cars-oldest-buyers/16587437/
Many car repair and car maintenance are available for mobile devices. Many do not work as advertised, load slowly, lack information needed for the user, etc.
The automotive repair industry recognizes a problem with trust. The Automotive Services Assosciation (ASA) memebers abide by a written code of ethics. http://asashop.org/about/our-story/code-of-ethics/
Car Connection cited Consumer Reports survey of 5,400 respondents regarding car repair complaints
38% price too high
28% did not fix the problem
21% took longer than expected to complete
18% had to bring the car back because the problem did not stay fixed
11% price was higher than estimated
228,000+ auto repair and maintenance establishments in the US 2016
Objective
The goal is to find out how an app can help improve the car repair process for the target user: a car owner who doesn’t know much about car repair, is tech-savvy, and whose cars are no longer covered by warranties.
Method
Research participants will be made up of drivers of cars that are no longer under warranty. This group will include users who have not used any current car repair/maintenance app and may include other drivers who have. The goal will be to find out about their specific process and feelings related to car repair. Additional secondary research will include reviewing online blog posts of personal experiences and/or reviews of current apps.
Initial Participants
27.5 yr old female, owns and drives a 2011, Austin
I put off any repairs or maintenance as long as possible because I don’t usually know what the car needs and I don’t have the money or want to spend it on that.
I ask family and friends for recommendations of where to take the car.
I don’t trust mechanics — enough people don’t know what the mechanic is doing, so they have a lot of latitude to be corrupt.
I don’t trust Yelp. It’s been monetized. But if I was able to make a recommendation within the app, I’d trust that.
Would it send reminders about time for oil changes, etc.?
Could it keep track of maintenance/repairs and track with Kelley Blue Book value?
Could you load in more than one car?
29 year old male, owns and drives a 2013, Austin
I don’t put off repairs as long as my wife does.
But all the rest is the same.
55 yr old female, owns and drives a 2006 and a 2013, San Antonio
I have different regular places I take my car depending on what it needs, like an oil change, etc.
24 yr old female, principle driver of a 2008, Austin
Since I’m driving my parents’ car, I ask them what’s wrong with it and where to take it.
27 yr old female, owns and drives a 2014, Austin and San Marcos
I just take the car to AutoZone for free for them to tell me what’s wrong.
Online Comments from Current App Users
“Never once asks about your car info.”
“May be the information is good but you can’t read with a lot of ads.”
“I love this app it told me exactly what was wrong with my car without having to pay a bunch of money at a shop.”
“Was able to connect quickly and gives me accurate and detailed information.”
“Just wish it have color schemes so I could read in daylight.”
“Slow, freezes up, unresponsive, completely useless and a waste of memory.”
“The interface is extremely user friendly with big green or red check mark. for people like me does not know anything about car it’s so easy to use.”
“It’s great but where is the video?”
Hypothesis
Cognitive can improve an owner or driver’s car repair and maintenance experience by scanning and keeping track of massive amounts of data to generate dependable recommendations and reminders related to a specific vehicle.
