Flemington Subaru
How can Flemington Subaru change the car-buying process to make it more welcoming to potential buyers?
High Level Overview
Many people dislike buying cars for many reasons- dealing with salespeople, overwhelming research, lack of availability, or just not knowing much about cars or their technology. Flemington Subaru is a Subaru car dealership that stands out for giving back to the community. This case study focuses on learning about user pain points and helping them make this process less stressful so they come back in the future.
Based on my research, the biggest pain points are:
- Research- Easier ways for customers to conduct research before visiting the dealership.
- Transparency- Explanations and details of things like hidden fees, markups, registration fees, repair costs, etc.
- Availability- Customers are limited to what is in stock physically at the location. Ordering a car can take longer than expected too.
Presentation Slides
Case Study
Process
I interviewed 6 people to get an idea of what people were looking for in regard to the industry. I interviewed recent car buyers as well as salespeople to gain insight into both sides of the buying process.
I learned that trust is one of the biggest factors buyers consider. There are so many cars available that the customer experience is the biggest factor in the successful purchase of the car. I thought the price would drive the buyer, but the buyer generally places more importance on the quality of the car and the experience they receive rather than the price.
Personas
Alex (they/them)
Car Buyer
Goals
Buying a new car without the hassle
Researching and comparing cars easily and quickly
Motivations
Alex needs a new car because their lease is up, or they need an upgrade from what they have.
Pain Points
Negotiating with salespeople
Lack of consistent information across dealerships for research
Knowledge
Alex knows about computers and how to research online
Alex knows the basics about cars but isn’t exactly a “car person”
Background
Alex constantly drives and is looking to buy a car. They spent months researching different cars online, looking for something that fits their needs. The things they consider most important are cost, safety, reliability, and quality. They don’t buy cars often, and generally keep them for many years at a time, only looking for new ones when their current one needs a replacement.
Their process is to start their research online, looking at third-party reviews and comparisons to get an idea of what brands to investigate. Next, they read reviews online and get input from friends and family that know the brand. After researching and choosing a car they like, they need to look at dealerships in the area to see who has that vehicle available. Finally, after all the time and effort put into looking for the right car, they give the dealership a call and start negotiating a deal.
Sam (they/them)
Salesperson
Goals
Connecting to a customer to give them the best information possible
Making a sale
Motivations
Sam is looking to make a commission as well as keep a customer happy.
Pain Points
Explaining the technical aspects like features and logistics to the customer
Overcoming negative customer bias
Explaining why costs are high and what factors into the costs
Knowledge
Sam has a wealth of knowledge about cars, financing, features, and human interaction.
Background
Sam is a salesperson who works with customers and sells products full-time. They are very knowledgeable about cars, features, financing, and human interaction. They are constantly looking online at the latest reviews, products, recalls, and navigating their own website so they know what the customers are seeing.
The wide range of customers and diverse needs they have are one of the biggest challenges Sam faces. Sam needs to get to know the customer’s wants, needs, preferences, and budget. Sam needs to know how all the customer’s various needs get analyzed to recommend a product that fits. The products are customizable but limited, so Sam needs to explain why features and logistics are important factors for the cost, and how the features can meet the needs of the customer.
Recommendations
Based on my research and what I learned, the biggest pain points that need to be addressed are:
- Research- Easier ways for customers to conduct research before visiting the dealership.
- Transparency- Explanations and details of things like hidden fees, markups, registration fees, repair costs, etc.
- Availability- Customers are limited to what is in stock physically at the location. Ordering a car can take longer than expected too.
My recommendations:
- Implementing a “Before You Come In” section on the dealership website which allows the user to:
- See cost breakdowns and explanations of fees, and factors
- View independent product reviews collected in one place for the user to easily digest
- Price-Match system or better warranties from the dealerships to ensure accountability and build trust
- Better systems for ordering inventory on the dealership side
- Feature and technology breakdowns and explanations
Ideation Sketches
Ideation sketched I created to pull inspiration from other sources to use in my project.
Low Fidelity Wireframes
