Cox (a fortune 500 company) was determined to bring their Autotrader product offering from the US over to Australia. The team approached Raw.Studio to strategise, design and re-define the way Australians buy and sell cars.
We used various tactical methods and tools to help us better understand what customers really wanted and needed. The sprint commenced with general desk research and drafting of proto-personas to help us better formulate our understandings.
We then dived deep into 10 customer interviews which led to some enlightening discoveries. From the qualitative data we gathered, we concluded with:
- Negotiation: Sellers were not sure how to price their vehicle and their ability to ‘sell’ the vehicle.
- Buyer Management: Sellers found it difficult filtering through “time wasters”, working around their life schedule and also general personal safety.
- Personal Safety: Depending on the seller’s previous experience, gender, age and type of car, a different level of safety was expected.
- Selling method that is “WORTH IT”
- Easy to build, reliable, safe advertising space
- Safe way to manage car buyers & car inspections
- Sell quicker
- Sell at desired price
- Not having to deal with ‘time-wasters’
OPTIMISED FOR CONVERSIONS
We are extremely passionate about ‘moving the needle’ for our clients, so optimising for acquisition and retention is key for us. This is evident throughout our design decisions of how we carefully crafted the entry to the sell experience funnel on the marketplace.
What’s the biggest motivator we can use to attract potential car sellers onto our platform?
Give them what they want, when they want it.
Through our research, we identified one of the biggest pain points when selling a car is not knowing what the market value is. Knowing that Autotrader had access to a significant amount of data (they also own CarsGuide.com), I approached the team to see how we could utilise it to create a unique and value packed experience.
With our competitors we realised users were required to add a significant amount of data without much feedback or reward. The only reason they were able to get away with this was because there simply aren’t that many marketplaces out there.
It was time to set ourselves apart and engineer a funnel for higher retention. Upon landing on Autotrader, we simply ask you for your number plate, we immediately pull through all your car details and provide you an estimated value on your car.
Within a few screens, we not only solve one of the major pain points of not knowing how to price your vehicle, but we also helped users bypass the need to manually type in tedious details. We turned a generic, data grabbing form into a value packed experience our customers love!
SNAP AND UPLOAD
From our learnings, we also realised users expressed frustrations about having to send photos to a desktop to upload their photos. With that in mind we provided an extremely seamless experience for users to snap and upload directly from their mobile device.
As a product, it is in our best interest to optimise the experience so users are guided along the optimal path. It’s our goal to help people sell their car in the shortest amount of time. Through excessive testing and research, we found the ‘magic number of photos’ and engineered the experience with ‘masks’ to help guide the user in taking the right amount of photos, with the right views intact.
In September 2018, the platform was launched to the public. The Autotrader team held a launch party where we all got together again for some food, bevvies and laughs. It was great to hear that the newly launched marketplace was generating some incredible results and it practically out performed the CarsGuide marketplace from day 1.
By 2019, AutoTrader gained a whopping 95,000+ car listings and in June 2020 the business was acquired by eBay Classifieds.
Another superhero made!