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Conducted user interviews to identify pain points and areas of improvement to reach business goals.
Platform
Web
Timeframe
3 months
Technical Skills
Problem Statement
The company faces the challenge of sustaining and enhancing profit margins while undergoing rapid expansion, which requires a strategic approach to financial stability. Additionally, there is a pressing need to modernize the existing technology toolset to remain competitive in an ever-evolving business landscape.
Project Overview
The Digital Strategy phase for our team focused on several key objectives:
Usability Review: Conduct a thorough review of existing customer-facing tools and perform a usability study to identify areas for improvement.
Customer Analysis: Analyze how Auto-Wares currently serves and services its customers to gain insights into user needs and behaviors.
Summary of Findings: Compile and present findings to inform future strategy and enhance customer experience.
This phase aims to enhance the overall digital experience and ensure that Auto-Wares effectively meets its customers' needs.
Discover
Research
We conducted qualitative research by interviewing company partnered users to gain a deeper understanding of their experience with the company. This involved gathering insights about their usage of tools, relationships with the company, gathering suggestions for improvement, and other insightful information.
We were able to find there are two main users we are working with, company owned shops and independently owned parts stores.
Company Owned Shops - Auto shops that have been acquired by company and worked directly with the company.
Independently Owned Parts Stores - Auto shops that carry and sell company products but are not directly owned by the company.
User Interviews
During our interviews, we engaged five users from diverse backgrounds, allowing us to gather insights from multiple perspectives. This helped us identify common pain points, pleasure points, and areas for improvement with the company's platform. We uploaded the interviews into Dovetail, a research platform, and tagged common themes across participants. This revealed key trends, which we used to create user journey maps that reflected these insights.
Ideation
Using the research we gathered, we created a user journey map to visually highlight the points of frustration for users. To strengthen the impact, we included direct quotes from the user interviews, providing stakeholders with clear insights into the pain points users experienced.
Deliver
For our research deliverables, we provided the stakeholder with a comprehensive document detailing all of our findings. During our team review, we highlighted key pain points and insights gathered from the interviews. The stakeholders appreciated having research to support their business objectives, which enabled them to move forward with confidence in their 5-year goals.
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