2022-2023
Web, Email, SMS
Role
Design Stakeholder & Coach
Expertise
User-Centered Design
Team Empowerment, Development & Coaching
Stakeholder Management
Risk Management & Mitigation
Decision-Making & Problem-Solving
Deliverables
Design Strategy
Project Plans & Timelines
Stakeholder Presentations
Design Briefs & Requirements
Vroom is an online car dealership platform that allows customers to buy, sell, and finance cars entirely online.
Problem
Customers experienced higher than desired delays in titling and registration of their new vehicle partially due to high error rates in required paperwork submitted by customers.
Goal
Vroom’s goal was to increase the speed & accuracy of the documents customers submit in order to complete titling and registration on time.
Hypothesis
If Vroom made it easier for customers to get detailed instructions that better explain what customers need to do, when they need to do it by and how they can assure it's completed correctly, it will lead to documents being submitted with speed & accuracy.
Approach
I guided the team creating a roadmap for research & data collection, identifying internal and external factors affecting titling and registration delays. This guided us in determining the most impactful solutions and defining the MVP.
Findings
Mental models shape customer expectations.
Customers are familiar with buying a car at a physical dealership and receiving help with paperwork.
Customers compared their shopping experience and being able to see the details of their transaction to Amazon.
External factors affect how accurately or quickly customers submit paperwork.
New to buying a car online
Language & cultural barriers
Physical proximity to DMVs
The current digital experience does not provide customers with the detailed information they are searching for.
Updates and status of the car delivery.
Instructions on how to fill out paperwork.
Notifications if there are any issues with paperwork or car delivery.
Any requirements the customer needs to act on.
Next steps in the process.
Customer Quote
“At a higher level I would say the company may need to evaluate their strategies in expansion. So maybe less aggressive but more customer oriented. Like making sure you can deliver what you promise before you sell like a tons more.”
Final Products
MVP - FAQ Updates
Our research revealed that customers lacked clarity and guidance, resulting in frequent calls to service reps and confusion about required tasks. To address this, we developed a new FAQ section and details page based on common customer inquiries. This MVP provided quick relief while a more comprehensive solution was in development.
Vision - Account Redesign
After successfully implementing the MVP, we began developing a more user-friendly experience aimed at providing proactive and informative support.
The upgraded product featured a centralized My Account home, consolidating all relevant information for users into one place. This included clear status messaging, task notifications and overall simplified language to reduce confusion and stress.
Internal Journey Map
We engaged multiple internal teams to map out the car buying process comprehensively. This involved identifying stakeholders, process owners, and pain points to create a dynamic journey map. This collaborative effort ensured clarity and alignment across teams and parts of the business.
Required Documents
We defined the four essential phases of the car buying process and the associated required documents or tasks. These lists were adaptable to accommodate state-specific variations, adding complexity to the process.
Customer Journey
At a high level, customers navigated two main phases to complete their purchase and obtain title and registration for their new car.
With a grasp of internal processes and pain points, attention shifted to the customer experience. Our aim was to pinpoint factors contributing to document errors and gather new qualitative data. I collaborated with stakeholders to refine key questions, ensuring unbiased inquiry and selecting the most efficient research methods. Additionally, I provided guidance and mentorship to the team throughout the process.
Participants
We recruited a diverse range of customers who had already completed the Title & Registration process with Vroom.
Recruiting Criteria
The team, under my guidance, drafted a screener to qualify at least 8-10 participants who best fit the target customer segment experiencing these problems the most.
Had purchased a vehicle online within the last 12 months
Had purchased with Vroom or Carvana
May or may not have experienced issues getting their car titled and registered
Customer Interviews
Out of 79 applicants, 22 qualified, 9 were invited to participate in the study, and 8 were interviewed for 1 hour each using Google Meet.
Interview Prep
Working with the team, I created a Customer Interview Guide with a script to ensure consistent messaging, a list of questions for the participants, and any other context the customer might need to better help us understand the pain points they are experiencing. I then took this to legal and marketing for alignment and approvals before launching the study.
Synthesizing Information
Utilizing Dovetail, we collected and synthesized all final research data, focusing on identifying pain points, usability issues, and areas of opportunity. These insights were then leveraged to create a comprehensive research share-out presentation. This presentation was shared and presented to stakeholders and LOB owners, empowering them to gain deeper insights into customer needs and prioritize focus areas to enhance the overall customer experience and drive desired metrics.
The team defined the ideal MVP solution as creating a new FAQ section and details page based on common customer inquiries and feedback from our discovery research. We focused on providing customers with detailed information to alleviate confusion, ultimately reducing calls to service reps.
As a stakeholder and coach, I proposed an Account redesign to enhance the customer experience, emphasizing proactive and informative support. The vision included a centralized My Account home, consolidating all relevant information for users into one place. This encompassed clear status messaging, task notifications, and simplified language to reduce confusion and stress.
Team Impact
This research study, the team's first in over 6 months, provided valuable qualitative data, reinvigorating the team's momentum and emphasizing the importance of proper research in defining larger product impacts. Its success resonated across the business, garnering recognition from product managers and stakeholders.
All Digital Experience
Auto Emails
SMS
Online Account
Vroom Website
Account Entrypoints
Content Structure
TeamChallenges
PersonalWins
