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Case Study
Team Velocity
Reimagine the Automotive Dealership Customer Experience
Outcomes
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New user research program to support all products
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New Brand Theming Templates
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+Product experiences supported across teams
1.
Co-creation with end-users is key to adoption
We started our project with consumer interviews to understand how people shop for cars and identify their unmet needs. We synthesized what we learned into a customer journey map, which outlines the essential needs, pain points, and opportunities to improve or enhance the experience at all critical moments in the customer journey. We used this direct customer feedback to guide design decisions throughout the project. After Variate created the initial design concepts, we showed them to potential customers and dealership managers to gain more feedback to improve the design.
2.
Make your experience hyper-relevant to each customer
Most automotive dealerships offer a one-size-fits-all solution for all of their customers. The typical experience doesn't consider that each customer is in a different moment in their relationship with the dealers and requires different features and services to accomplish their needs. Some customers buy a new car and look for browsing, test drives, and financing features. Other customers who recently purchased a vehicle are looking for convenient and frictionless ways to service recalls, maintain their cars, and sell them.
To directly address the specific customer needs, Variate created a customer experience strategy that shows different website modules, in real-time, throughout the experience (homepage through all detailed pages) to make it easy to access the features that customers want most.
3.
Modular approach enables future flexibility
While redesigning the flagship platform, Variate created the foundational design system for all platforms and brands. Working closely with the Team Velocity development team, Variate Created a modular component-based design system that enables maximum customization and flexibility for different brand templates and customer experiences. Dealership managers can select individual components to customize the experience and showcase content in the most visually compelling way.
