A Crash Course in Creativity

Vehicle History Report

Detail

IT Company

Rol

UX/UI Designer, Facilitator and Researcher.

Country

Argentina

Duration

1 week

Year

2019

Race Against the Clock

With only a week to present a prototype for the Vehicle History Report, the Design Sprint methodology emerged as the ideal approach. This incredible opportunity allowed me to discover new ways to tackle time constraints, work efficiently, and make quick decisions.

How might we offer relevant, accessible and fast information on used cars?

Problem statement

Argentines are not used to buying vehicle history reports.

Proposal

Design a Report of used car and determine the optimal moment in the user journey to offer a report, and use this insight to enhance the purchasing experience.

Summary Outcomes

Significant Challenges: 80% of the findings indicated substantial challenges related to business practices and cultural behaviors in Argentina.
Market Informality: The informality of the market contributed to a 90% difficulty in obtaining comprehensive reports.
Lack of Information: The absence of a centralized source for used car information necessitated new, detailed inspections by certified mechanics.
Project Viability: The discovery phase revealed that the project's viability was 75% questionable.

Let's get to work

Design Sprint Remotely

Considering time and space limitations, we decided to dedicate a full week to advancing the project remotely. This intensive week-long session aimed to gather valuable insights and set a clear direction for the project's progression.

We focused on two key aspects:

Type of Information to Display (Report): We investigated which aspects of a used car are most significant for our users. Our goal was to determine what information would help our users make the best decisions quickly and efficiently.
Landing Page Design: Our analysis revealed that competitor websites make it difficult for users to locate the report. Additionally, the wording used does not effectively address the real needs of the users. We aimed to create a more user-friendly and intuitive landing page that speaks directly to our users' needs.

The testing phase for the Design Report involved four pre-selected users.

Day 1: Understand

Context by numbers

The consultation on used cars increased by 17% during 2020.

Highlights

Competitors

Most potential users find information in different places. They browse many sites and also rely on word of mouth for the best used car information.

Direct
Datacar
Motortale

Indirect
Demotores
Autocosmos
Toyota certificados
CarOne
Mercadolibre

Weaknesses

Strengths

Existing reports

Key considerations:

Utilize color strategically to convey critical information effectively to the user.
Incorporate icons to aid in the communication of information.
Opt for concise text over lengthy explanations.
Display pertinent information prominently at the outset of the report.
Introduce ample whitespace to enhance readability and provide a more relaxing reading experience.

Day 2: Sketch

Landing Page: We quickly sketch out some ideas and discuss how to improve the purchase process.

We focused on refining the purchase process and crafting guidelines for the wording. Our aim was to ensure clarity and create a smooth, seamless flow for the entire purchase experience.

Suscription process analysis

Report: We focused on determining what information to display and how to present it. We used icons and colors to help users quickly grasp the most significant aspects to consider before buying a used car.

Day 3: Decide

We analyze two possible segments:

B2C: The end consumers who are looking to buy a used car.
B2B: The companies that can provide reports to these end consumers.

Created by our stakeholders, who actively participated in crafting our user profiles.

Who is our user?

We focused on the B2C segment and created a persona to gain a deep understanding of our target audience.

User Purchase Journey

We've identified two key moments in the car-buying journey where the report plays a crucial role. The first occurs before personally inspecting the car, and the second follows after the inspection to double-confirm the car's condition.
At these stages, we can offer different prices to make the purchase smoother and more appealing for buyers.

Launch regions

It was decided to start working exclusively in the best-selling used car areas to maximize impact and leverage market demand. By focusing on these high-demand segments, we aim to efficiently allocate our resources and achieve quicker, more substantial results.

Day 4: Prototype

Polishing the design

After numerous productive discussions, we defined various aspects of the final report. It was essential to incorporate the brand's visual identity into our final design. Some decisions were made out of necessity, while others aimed to convey the depth of our analysis and research.

Digital Report

Print Report

Day 5: Putting It to the Test

We conducted our first test with four men who were pre-selected by the company. These individuals matched the profiles identified in our user analysis.

Testing Goals:

Usability Testing: Evaluate the usability of the Design Report interface.
Content Relevance Assessment: Assess the relevance and usefulness of the content provided in the Design Report.
Visual Design Evaluation: Evaluate the visual design elements of the Design Report.

Key Findings:

Users liked the visual design of the report, finding it engaging and professional.
Users found the content relevant to their needs and expectations.
Users found the text easy to read, with clear typography and layout.

Suggestions for Improvement:

Some users suggested adding tooltips or explanatory text to clarify certain sections.
Some users suggested adding real-life examples.
Some users suggested adding more visual elements, such as infographics, to enhance engagement.

Next steps

This work demonstrates that the Report can significantly guide and assist users in the purchase process. However, we encountered some limitations related to business practices and cultural behaviors.

We strongly recommend a thorough analysis of the information sources used to create the Reports. In Argentina, informality is common, making it sometimes impossible to obtain a comprehensive report on used cars. There is no centralized source for used car information. Therefore, the only way to have a more precise report on a used car is through a new, detailed inspection by a certified mechanic.