Revolutionizing Payments in the Automotive Market

Challenge

In 2018, Webmotors launched a product in the testing phase called Autopago, aimed at becoming the most widely used payment method for buying and selling cars in Brazil. Initially, a pilot with a few users was run to measure the product’s adoption, and after a few transactions with the entire process done manually, it was approved to move forward. The goal remained the same, but now with a more aggressive revenue target.

Identified Hypotheses

• Users face difficulties when registering and starting the transaction via Autopago.

• Delays in releasing funds to the seller after notarization cause mistrust.

• Confusing journey to identify the transaction status.

• Operational bottlenecks due to a large portion of the process being manual.

Opportunities

• Improve the experience by minimizing friction throughout the Autopago onboarding journey.

• Reduce the number of cold leads and complaints.

• Increase conversion by working on improvements to enable more transactions.

• Automate the customer journey, including the scheduling of inspections and reports.

Journey Flows

Based on the mapping of the current product, we were able to create the flowchart of the journey for both the buyer and the seller. This helped clarify the product as a whole.

Seller Journey & Product Basket

In the vehicle selling process on Webmotors, we introduced a step called "Product Basket," offering sellers the opportunity to add extra features that can enhance their car sales. The first product tested was Autopago, which simplified the payment process, bringing more trust and efficiency. Due to its success, other additional features have been introduced, and there are plans to expand even further, providing sellers with a more comprehensive and successful sales journey.

Buyer Journey

In the buyer's journey, we introduced the "Certified Vehicle" badge, which highlights listings that have undergone a thorough inspection and Autopago analysis. This badge adds credibility and trust to the vehicle, helping buyers feel more confident in their purchase decision. Additionally, we included a detailed vehicle history report within the listing to assist buyers in evaluating the vehicle’s condition and background, making the entire process more transparent and reliable.}

Além de pequenas melhorias no fluxo do app transacional já existente do Autopago

Landing Page

We redesigned the product’s informational landing page to create a more user-friendly experience. The new layout makes navigation smoother and more intuitive, while we also added a prominent FAQ button right at the top, ensuring users can easily find answers to their most common questions. This update aimed to enhance usability and reduce any friction, making it quicker and simpler for visitors to get the information they need.

Results

After testing and implementing the key features and improvements, we observed a significant reduction in customer support inquiries, as users had fewer questions and concerns. Additionally, the changes led to a considerable increase in product conversion rates, demonstrating the effectiveness of the enhancements in driving more successful transactions.

• +5M active Webmotors users + collaboration with Santander ensured trust and scalability.

• +20% increase in completed transactions after Autopago improvements were implemented.

• +15% growth in user adoption within the first quarter post-launch.

• +12% faster transaction completions considering vehicle history report improved decision-making for buyers.