Product Design
CarDelivery: Transforming the Car Market in Brazil
The Car Delivery project by Webmotors, in partnership with Santander, offered a fully online car-buying and delivery experience during the pandemic. Buyers could choose, finance, and receive their vehicles without leaving home. Lots of dealerships joined, and we could test the experience of cars being delivered, increasing online sales and reinforcing Webmotors as a leader in car sales.
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Challenge
In 2020, due to the coronavirus situation, businesses were forced to close, and physical car dealerships could no longer operate their showrooms or in-person sales for a while. As a result, Webmotors & Santander needed to position themselves responsibly during this time of crisis.
Approach
First, as an enabler:
Cars have become the safest way to move around cities. We focused on offering even greater convenience for purchasing vehicles entirely online, including payment and financing solutions. Additionally, we partnered with dealerships interested in testing this new model.
Second, as a facilitator:
Webmotors and Santander leveraged their extensive partner network to handle the bureaucratic aspects of car buying and selling. This was highlighted on the website through special offers for buyers, such as dealerships managing test drives, documentation, payments, and even vehicle delivery. The goal was to ensure users could purchase vehicles with quality, security, and without leaving their homes.
Research via Hotjar
We initially conducted B2B research to assess whether offering a "delivery" service was feasible and attractive to dealerships. For them, this support from the platform was essential. Simultaneously, we conducted user research through Hotjar to understand buyers' needs. Despite the challenging situation, we gathered valuable feedback about the fully online journey and successfully validated user interest in purchasing vehicles with delivery options.
Deliverables and Results
After validating the car delivery concept with both dealerships and buyers, we brought together multiple teams from UX, Product, Marketing, and Development to launch the vehicle delivery experience for our users. This was achieved remotely, with exceptional dedication, and in record time.
150+ remote test drives booked, ensuring buyer safety during lockdowns.
20% rise in website traffic after launching the delivery service.
Transaction time reduced by 30%, streamlining the entire process.
8 out of 10 customers provided positive feedback with the car delivery experience.
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