From Search to Drive, Buying a New Car

Challenge

Webmotors, a Santander company with over 20 years in the market, is highly recognized but holds little relevance in the process of buying new cars. Many consumers prefer to complete their purchases directly with dealerships. The project's goal was to create a fully integrated experience in the new car buying journey to address this gap.

Identified Hypotheses

• When searching for a new car, certain barriers delay and complicate the buying process. It’s common for customers to visit 2-3 dealerships, often just to find good service or a test drive.

• A lack of attractive offers combining the best trade-in value and flexible financing is a widespread complaint.

• The journey on the platform to identify new cars and complete a purchase is confusing.

Opportunities

• Simplify processes and provide support at every step of the car-buying journey.

• Maintain a single point of communication with users, addressing key challenges in buying a new car, and offering greater convenience, better service, and enhanced security.

Personas

After analyzing data from an in-depth market study across key regions of Brazil, we defined personas to guide the project effectively.

CSD Matrix

Part of the Discovery phase, this tool helps identify the next steps based on the certainties, assumptions, and doubts we have about the problem.

UX Lean Canvas

A simplified map of problems and goals designed to assist in prioritizing ideas for the project, based on a market-standard canvas model.

After numerous dynamics, we successfully delivered a differentiated product for the company, prioritizing features that closely aligned with the users' needs.

Journey Flows

Based on the mapping of the current product, we were able to create flowcharts for both the current scenario and the ideal scenario we aimed to achieve.

Wireframes

In this phase, we were able to develop the first screen studies, focusing on the key features desired and insights gathered from the discovery phase.

Buying a New Car

A new journey featuring the product app with a dynamic chat to assist users in choosing the ideal car, as well as enabling the simulation of prices and the best purchase conditions.

Scheduling a Test Drive

In the desk/mobile journey, the catalog information is now integrated within the 0km car listing, allowing users to resolve all their questions in the same flow. They can also schedule a test drive directly with the dealership and register their interest in the vehicle.

Results

• +15% increase in scheduled test drives

• +12% growth in new car searches

• +10% reduction in purchase time

• +7% increase in new car sales