Client
Role
Design thinking Workshop Facilitation
Information Architecture
Mobile design
Branding
Strategy
UX Designer
UX Researcher
Business Designer
Workshop facilitator
Team
Rajpal (Product Designer)
Raghu Mohan (Solution Architect)
Ankit Jain(Project Manager)
Aneesh bishwa (functional architect)
Success Criteria
Reduce Car Service booking through the call center by 85% in one year.
Maintain 90% Customer Retention rate.
Foster up-selling
One of the major outcomes from Design thing approach we took was that we had aligned & engaged stakeholder early on, everyone brainstormed what we were trying to solve, how to solve it & possible bottlenecks
Stakeholder’s included representatives from teams such as CRM Business, call center staff, IT Team, Digital innovation, CRM IT Service center staff etc.
Identified prioritized use cases & Key business needs for the App along with key stakeholders
Conducted focused discussion on these use cases to better understand the technical & business side of the use case.
Key takeaway where transcribed live during the session on Miro for quicker feedback loops & better alignment.
These discussions were the meat of workshops which helped us make consensual, technically feasible & viable decisions.
One of the major insight from the research was that booking a car service was not a burning pain point
But the real problem was the lack of visibility on the vehicle’s service journey. By that, I mean information such as
1. Service History
2. What is included in the next service
3. Cost break-up
4. what offers can I avail
5. Pick-up & Delivery
this changed the value proposition more towards visibility than book a service
We also wanted to understand mental models in the situation when car owner & actual driver are different, such as husband owns the car & wife/children are the actual owner or a car fleet owner.
Insight was interesting here people said ‘I dont mind my wife to have the app but i want to hide service cost from her’
User interviews & focused interview with Service center staff helped map down As -is Customer journey Map.
Pain Points from As-is Process became feature list for future Customer Journey Map.
- One App for complete Vehicles Service Life cycle.
- Allow users to book service, avail pick-up & delivery.
- 80% services are periodic maintenance
- Customer retention after complimentary services is key
- Onboarding at service center
- Scope to increase market share for general jobs
- App gives visibility about Offers, Campaigns, Service history, cost break-up
A good amount of time spent on this app will be when inside the service centre. We wanted an app to speak the same design language.
ALJ has several service centres in the region all speak almost the same branding language of spaciousness, minimalism & class.
From interaction point of view, we explored a lot of mobile car games & one thing we liked was user almost never had to type, all-action were performed just by clicking tiles with relevant information, scroll & proceed.
