CVIEW
How can CARPOOS ease this stressful car buying
experience and make it enjoyable?
PRODUCT
STRATEGY
Buying a car is both an exciting and stressful process that requires careful consideration and a significant financial investment. Without car expertise, buyers often worry about being overcharged, particularly when purchasing pre-owned vehicles.
PROBLEM
Our augmented reality app, CVIEW, enhances the car-buying experience by allowing users to visualize how different cars fit their needs and lifestyle without dealer pressure. Customers can easily gather information, compare options, and share insights with advisors. By facilitating dealer comparisons and setting preferences, CVIEW empowers users with greater control and enjoyment throughout the purchasing process.
SOLUTION
ROLE & RESPONSIBILITIES
During the early smartphone era, a consulting project focused on transforming the car-buying experience through mobile apps. Research identified two primary smartphone usage patterns: seeking validation for decisions and connecting with like-minded communities. Dealer interviews revealed the need for improved customer interaction via an app.
The project aimed to enhance the excitement of purchasing a car by initially reducing dealer involvement. Using augmented reality, the concept allowed buyers to visualize how different cars fit their lifestyles, creating a more engaging and informed experience.
WHAT TO ACHIEVE
01
In 2012, CARPOOS, a German car presentation company, sponsored a project to explore how mobile apps were transforming car-buying decisions and business strategies.
The project focused on the car-buying process, a complex decision involving a significant financial investment and the risk of overpaying, particularly for pre-owned vehicles, without expert knowledge.
BACKGROUND & CHALLENGE
GOAL
How can CARPOOS give customers a sense of control in the decision-making process when buying a car through an app?
Shifting from Print to Digital:
Transitioning the business model from traditional print to digital platforms, enabling multi-channel consumer engagement.
Creating a Connected Car Community:
Building a community that links potential buyers with dealers and sellers, fostering interaction and trust.
Expanding Service Offerings:
Partnering with third-party providers to offer additional services, enhancing the overall customer experience.
OUTCOMES
PAIN POINTS
Complexities in Car-Buying Decision Making
I analyzed the needs of key stakeholders in the car-buying decision process: potential customers, dealers, and decision helpers. Potential customers seek control and leadership in making decisions, guiding the focus of the design. Dealers aim to effectively reach and sell to these customers, while decision helpers provide support in evaluating decisions. By understanding these needs, I designed app interactions that facilitate value exchange among all stakeholders, making the decision-making process more seamless and efficient.
NEEDS OF STAKEHOLDERS
Value Exchange Challenges in the Car Buying Process
I explored the desires of key stakeholders in the car-buying decision process: potential customers, dealers, and decision helpers. Potential customers seek control and dominance in decision-making, forming the central design focus. Dealers aim to better connect with and sell to customers, while decision helpers assist in evaluating decisions. By understanding these needs, I designed app interactions to facilitate a seamless value exchange among all stakeholders.
TECH & SOCIAL TRENDS
Smartphone Usage Trends in 2012: Enhancing the Car-Buying Experience
In 2012, I investigated social trends in app usage, observing that mobile phones enable constant connection, opinion sharing, and validation of decisions. How can these behaviors enhance the car-buying experience and meet user needs? What technologies can simplify and differentiate this process? These questions guided my exploration into leveraging mobile trends to improve the car-buying journey.
WHERE TO PLAY
02
VISUALIZING NEEDS & LIFESTYLE TO A CAR
Discover, Compare, and Share Your Car-Buying Journey
With the CVIEW Augmented Reality (AR) app, customers can match cars to their needs and lifestyle, effortlessly gathering information. The app allows users to share selected cars with decision helpers and dealers for review and comparison. CVIEW organizes cars based on user priorities, presenting them in a clear, structured format. This gives customers control over the decision-making process, making car discovery enjoyable, and enabling them to easily add their favorites to a wishlist.
HOW TO WIN
03
KEY ACTIVITY SYSTEM OF “HOW TO WIN”
Mapping Activities and Competencies for Implementing the CVIEW Service
Develop an augmented reality (AR) mobile app that enables customers to visualize cars suited to their needs and lifestyle.
Implement features for gathering car information and seamless sharing with decision helpers.
Integrate a comparison tool to help customers evaluate options, including feedback from dealers.
Create a sorting algorithm that organizes cars based on user preferences and priorities.
Design a user-friendly interface that empowers customers in their decision-making process, promoting exploration and wishlist functionality.
CAPABILITIES NEEDED FOR IMPLEMENTATION
04
ANALYZING VALUE EXCHANGE BETWEEN STAKEHOLDERS
Enhancing the Flow of Value Between Stakeholders
As the product evolves, we'll assess the impact of key features, including:
Enabling customers, particularly women, to consult professional decision helpers, such as mechanics, to review car options.
Integrating car manufacturers and accessory shops into the app, allowing customers to explore options more comprehensively with augmented reality features.
Collecting and analyzing data on customer preferences and decision-making processes to generate market insights and better meet user needs.
REVIEW MEASUREMENT SYSTEM TO IMPROVE
05
FUTURE FORESIGHT
Creating a Crowd-Sourced Car Community
The ultimate goal for CVIEW is to build a community of potential car buyers, dealers, and sellers, evolving into a comprehensive car-buying platform. By establishing groups and interaction channels, CVIEW aims to collaborate with dealers, sellers, and third-party providers (such as car insurance and loan services) to expand its offerings and better meet the needs of the community.