CVIEW

Product Strategy
Written By Marco Jeong

How can CARPOOS ease
the stressful car buying experience
and make it enjoyable?

 
 

PRODUCT

Background

In 2012, CARPOOS sponsored research on how mobile apps were changing consumer decision-making as smartphones became mainstream. Research showed people used smartphones to seek validation and connect with communities, while dealer interviews highlighted the need for better customer interaction through an app. This project used those insights to reframe car buying as a guided, confidence-building experience led by the buyer. This suggested that the best mobile experience would help buyers validate ‘fit’ early—before dealer pressure begins.

 

Problem

Buying a car is a high-stakes decision, and many buyers lack car expertise—especially in pre-owned purchases where fear of overpaying is high. Dealer-driven interactions can add pressure, making it harder for customers to compare options calmly and feel confident about their final choice.

 
 

Solution

Concepted CVIEW, an augmented reality mobile app that lets customers visualize cars in their lifestyle context before stepping into a dealership. The differentiated value was shifting control to the buyer: users could explore, compare, and share options with decision helpers—reducing dealer pressure while making the journey more engaging. By pairing AR previews with structured comparison and shareable info cards, buyers could validate options with advisors before committing.

 
 
 
 

STRATEGY

01. What to Achieve

Frame Question

  • How can CARPOOS help buyers feel in control of car-buying decisions through an app?

Outcomes

  • Shift CARPOOS from print-centric materials to a digital experience across channels

  • Build a connected ecosystem linking buyers, dealers, and decision helpers through trusted interactions

  • Expand services by partnering with third parties (insurance, loans, accessories) to create a scalable platform model

 
 

02. Where to Play

  • Focus on the discovery-to-decision stage where uncertainty is highest and pressure derails decisions

  • Target buyers who want structure and reassurance, including those relying on advisors and communities

  • Use AR to translate “fit for my life” into a concrete evaluation signal, not just specs and photos

 
 

03. How to Win

  • Pressure-free exploration: Buyers can preview and shortlist cars before dealer contact, reducing anxiety and enabling more trusted interactions.

  • Lifestyle-first visualization: AR makes “fit” tangible—helping users see how a car matches real life, not just specs.

  • Trusted decision support: Sharing flows bring in helpers (e.g., mechanics) and advisors early, improving decision quality.

 
 

04. Capabilities to Implement

  • Build an AR app that visualizes cars aligned to needs and lifestyle scenarios

  • Create structured information cards and sharing flows for advisors and dealers

  • Add comparison tools that capture feedback and reduce cognitive load

  • Implement sorting logic based on user priorities to surface best-fit choices

  • Design a simple UI for exploration, wishlists, and confident decision-making

 
 

05. Management System to Grow

  • Monitor feature impact on confidence signals: comparisons completed, shares sent, wishlists created

  • Track advisor participation (e.g., mechanics) and integrate verified decision helper pathways

  • Analyze preference and behavior data to refine recommendations and unlock market insights

 
 

06. Next Step / Future Foresight

  • Build a crowd-sourced car community connecting buyers, dealers, and sellers

  • Add group features and interaction channels to strengthen trust and validation

  • Partner with insurance and financing providers to expand into a full car-buying platform

  • Extend AR to accessories and manufacturer integrations to deepen the evaluation experience

 
 
Marco Jeong
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