Identifying consumers’ problems and needs in the car buying process
The project’s goal was to create a customer journey analysis, which captures consumers' main problems and needs in the car buying process. Besides investigating touch points, the task was to understand people’s pain points at several stages of their journey so that our client’s online platform can be improved to address those.
Combined research methods for a holistic view
We approached this challenge by conducting a mix of several research practices, comprising one-to-one and pair interviews, online diaries and contextual research. We accompanied some participants through all three research steps, so that we got an understanding of their individual journey over a longer period of time and at different stages.
Extracting consumer insights in workshops
While it’s important to properly document results, deep insights came to the surface by bringing the whole team together in collaborative workshops where we gathered our observations and identified patterns. During these sessions I made sure that we focus on the research goal by formulating key points and questions that led to the outline of the final report.
Our Customer Journey Analysis revealed consumers’ challenges and strategies to overcome them
The output was a customer journey analysis which focused on the tasks consumers need to get done at each stage, as well as related approaches, uncertainties and frustrations.
Exemplary persona-based stories and journeys made the users’ decision-making process more tangible and showed how rather than when touch points and information are used to inform decisions in certain situations.
Our findings highlighted opportunities for the client’s online business and laid the foundation for a following quantitative study.
Further information upon request.
TOP LESSONS LEARNED
Don’t be afraid to ask twice
There are multiple good reasons to ask research participants the same question twice: Maybe there is the opportunity to find out something really interesting. Or you haven’t understood what the participant meant. Or you simply ask a question which is part of the interview guide, but the participant has already answered. Whatever the case is, don’t feel stupid when asking the same question again. The participant won’t notice it and there is always something new to learn.
Shut up and listen
This is probably the hardest thing to learn for a curious human being and it will take me a lot more sessions to fully master it. But key is to always keep in mind that it’s never about you. It’s always about the person in front of you. So save your thoughts for dinner with your friends.
Research is a team sport
Get your team together for a high level analysis session instead of immersing yourself into spreadsheets. It’s more productive, time saving and much more fun.
It’s even better the more people from your team see users in action during the interview. These are the moments which stick with them.