Developing understanding of Test Drives
Buyer in order the gaze confidence over the shortlisted cars, schedules a test drive at store and evaluates each car basis on the test drive experience + the detailed technical report available online on the consumer app.
C2C meetings has been ruled out of the scenario because of the low intent from seller to get into the hassle of coming down to store again and again to sell the car and hence OLX Autos is getting getting into the scenario of C2B2C model in which has even more control over planning and execution services in future.
Change in needs with time
“This pandemic has left us with no choice but to stay at home and still manage.”
Needs have become even more stronger with the demand increasing used car market. "Why?" you may ask. It is primarily because people right now are feeling very scared of used uber/ola for the commute as with that it increases the chances of getting covid since we see news around covid being air bond disease as well, people are actually scared of taking there 2 wheeler for a ride. Hence people are finding their security in owning a car so that this investment could be use-full (god forbids)in any of the emergency situations as well.
With that and with pandemic second wave coming in people are even more cautious about stepping out with the need state still prevailing. Hence the need of taking showroom to home increases like never before.
So, what's the need now for pre owned cars?
A design pushed pilot study done over in the month of January’21 and February’21 in Delhi NCR (India) and in grater Jakarta (Indonesia) gave us numbers which proved not only that people are interested, rather something they definitely need it.
In the company owned store store operations team was requested to call the leads and ask whether they are interested in a home test drive. ie: If we drive the car at the doorstep itself. The numbers were shockingly great! 200 people who opted for a home test drive option, we were able to convert 92% of them to actual sales.
Emotions buyer experiences during the course of buying the car
Anxiety
Lack of guidance
Overwhelmed while interacting with staff
Excitement
Pilot study results for concept testing in Delhi (India) and Greater Jakarta (Indonesia)
Delhi | Pilot Study
Monthly sale : 33.3%
Greater Jakarta | Pilot study
Monthly sale : 34.8%
Competitor analysis
Spinny is the only one having the option of test drive in the market. Companies like Cars 24 and Cardaekho are also offering similar service but is being named differently and is or a longer span of time. It is called as keep for 7 days and return it if not you don't like it. No questions asked policy.
OLX doesn't want to take that route in the currunt scenario as OLX wants to position the brand "OLX Autos" in a way that transaction over here are happening at a lighttning speed and we , OLX helps you to speed up the whole process fool proof. Hence as of today company doesn't wants to take that route.
Rule of 3 year or old
Fast transaction because of great deal.
Information capturing for meeting flow
Inputs need to be captured for Home Test Drive booking
Address (Locality House number Landmark)
Date
Time
Inputs need to be captured for Store Test Drive booking
Date (No time because store has open timings and will be managed just fine)
Entry points for booking Home Test Drive
Booking flow
FTU Case
Nth time case
FTU Case
Nth Time use case
Phasing design release
Generating lead and testing
Enhance the Online B2C Appointments Journey to provide Home test Drive as an option along with Setup Store Visit
Calendar capability with time selection with improved UX changes.
Wireframes
Screens
Booking Flow
Cancellation Flow
Switching to Store Test Drive
Optimisations and experimentation
We saw a huge drops at the location selection screen primarily on the permissible area. In order to optimise this we added one more click but this improved our conversion with less drops in the funnel.
