Digital transformation for an automotive brand in the UAE
2022 - 2023
1 year
NDA
About client
A family-owned and run business based in the UAE needed assistance to digitally transform their business. They had an app, which was specifically designed for automotive customers and car owners. The main goal for the client was to create a centric seamless digital experience for the entire customer lifecycle for the app users. This meant connecting and automating all three of their automotive brands and services (sales and service) into a single, user-friendly, and intuitive app.
Business challenge
A traditional business with no digital presence, possessed minimal knowledge of customer needs. The app had an outdated UI, badly built user journeys, wasn't updated in a long time and had very few active users.
The client aimed to address the following key objectives:
🎯 Enhance customer app's adoption rates.
🎯 Generate new leads through the app.
🎯 Boost customer retention.
🎯 Reduce operational costs, including call centre workloads.
🎯 Automate and digitise sales and car service processes.
Approach
✨ Conducted desk research to analyse the competitive landscape and assess the current market players.
✨ Performed Voice of Customer (VOC) analysis by delving into reviews associated with car wash services.
✨ Examined the conversion funnel to identify drop off stages.
✨ Developed a research pan and executed of a series of qualitative studies, including contextual inquiries at petrol stations and stand-alone car washes, followed by focus groups involving both non-CAFU customers and CAFU car wash users (comprising a mix of frequent users and churned users).
✨ Employed thematic analysis for qualitative data interpretation.
✨ Formulated hypotheses based on insights derived from qualitative data.
✨ Initiated a quantitative survey with a sample size of 250 individuals, to validate the hypotheses generated from qualitative studies on a larger scale.
✨ Examined the quantitative data to discern the validation or invalidation of hypotheses. Integrated both qualitative and quantitative data in the creation of behavioural personas.
✨ Reviewed and analysed all gathered data, compiled a presentation deck, and delivered a comprehensive overview of the findings and insights to the client.
Lessons
💡 Obtain necessary permissions from location management before initiating field research to ensure a smooth process.
💡 Consider recruiting participants for field research to observe them and make inquiries, as well as to observe the environment, instead of interviewing random people, as they might react with concerns.
💡 Exercise caution when committing to deadlines; if uncertainties arise, proactively negotiate, postpone, or communicate potential delays. Delivering quality is more important than meeting a deadline.
💡 Enhance the coherence of reports by improving storytelling, beginning with key insights and then progressing to findings.
💡 During field research, prioritise observation over verbal interaction and avoid immediate interpretation, allowing for a more thorough understanding of the behaviors.
