Car Selling Experience

Park+ is building an ecosystem for bringing delight to car ownership from the time you purchase your car till the time you sell it. ParkPlus has partnered with some of the leading players in the market who deal with selling second-hand cars online.

The Problem

The car selling process in India is mentally taxing and stressful due to fraud, delays and car owners are always worried if they are getting the best value for their car. To ensure this, the standard lengthy process which car owners follow is that they go to all the available platforms individually, see and compare the quoted price, get their car inspected and then finally make the decision. There should be an easy way for people where they do not need to switch between different platforms to compare and check the best price. We wanted to build a one-stop solution where people can compare prices across different platforms, get quotes for their car in a single shot and make an informed decision.

The Solution

Firstly, I did analysis of the second-hand car selling flow of our partners to understand how car selling business works and how are the leads generated.

How Car Selling Works

After doing the flow analysis, I talked to some of the car owners to understand the consumer side of product. My research was directed to answer the following questions which I had after going through the flow:

? What do car owners actually care about when it comes to selling their car ? How do car owners decide on which platform they want to sell their car ? What happens after lead generation ? What is the average time taken between lead generation to getting the car inspected and finally selling the car ? What are the pain points of the car owner in this entire process ? What happens if the car owner is unable to sell the car ? What are the possible reasons for not selling the car ? What if the car owner is not fully satisfied with the quoted price

After my research, I defined the goals for designing the car selling experience in Park+

The car owner must trust and believe that Park+ is a reliable platform where they can get the true value of their car

Save time by not asking the car owner to enter details of their vehicle manually

Our partners should get visibility and stand out prominently as individual options before customers, thereby boosting their brand image.

Car owner should be able to easily compare the price across different partners.

Give a consistent booking experience to car owners when generating leads across partners

A centralised platform for the car owners to track and check status of all the appointments and raise grievance

Collect feedback from the car owner and share with our partners which will help in improving the services

Transformation of goals into mock-ups

Goal 1: Build trust that Park+ is a reliable platform

I structured the landing screen in a way that promoted transparency and trust by showing photos of real people, number of sellers, number of cars sold and testimonials from real users.

Goal 2: One-click to view quotes

Since, the car owner has already added their vehicle in our database, I decided to give one-click experience to the user in order to view quotes.

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I extracted the make, model, variant, year of registration and kms driven from the database unlike other platforms where the user is asked to enter these details manually before showing the quotes as the price of car is dependent on these variables.

Goal 3: Easy and quick price comparison between competitors. Also, ensuring that our partners get proper visibility as individual brands.

Along with building trust with the car owners, it was important for us to also build trust with our partners. I decided to show our partners upfront and and present quotes using their design language

Goal 4: Give a consistent booking experience across all partners

After one successful booking, giving user the option to book another appointment from the success screen without going back into the flow

Goal 5: A centralised place for tracking all appointments

Checking appointment status should be quick and easy, so I decided to show the status updates on home screen and a CTA to navigate the user to a single view to track status updates of all the appointments

Goal 6: Collect feedback from users

I designed the feedback flow to collect multiple levels of feedback for two use-cases

When car got sold: Asking user about the overall car selling experience with Park+

When car was not sold: Asking user why the car was not sold, to share with partners and help them improve the service

The Impact

Park+ is now a trusted brand amongst car owners for selling their car. Due to this brand image, Park+ has seen a surge in registered active users and verified vehicles in database which further boosts business for Park+ by increasing traction on our other products such as EMI calculator and FASTag.

Our partners got 25-37% more number of leads and growth in business. As a result of an added convenience of requesting car inspection by click of a button within a single app, our partners have started receiving 25-37% more leads and has resulted in their business growth due to prominent visibility.

Increase in competition led to better quality of service. Now that users get comparison between different vendors for car inspection, that has lead to significant increase in quality of service as vendors have a tight competition. Vendors are forced to provide a very competitive pricing, special services, proactive support and other convenience to the end users. This has lead to increase in customer satisfaction levels and retention of the app.