ROLE
User Research​
Product Strategy
TOOLS
Figma
FigJam
Zoom
OtterAI
PRODUCT
Research report
TEAM
4 members
TIMELINE
2 months
OVERVIEW
Examined customer perceptions of dealership actions in the car buying process as part of the Advanced usability course, analyzing how these perceptions affect satisfaction and loyalty. We aim to derive valuable insights to inform the improvement of CDK's DMS and CRM designs for more customer-centric dealership operations.
PROCESS
Planning
Data Collection
Analysis
Insights
Recommendations
RESEARCH QUESTIONS
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How do customers perceive and respond to different dealership actions and behaviors when making a purchasing decision?
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To what extent do customers prioritize dealership behaviors compared to other factors such as price, brand reputation, or product features when making a purchasing decision?
BUSINESS CHALLENGES
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Understanding Customers' Perspectives​
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Identifying Pain Points
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Enhancing the Car Buying Process
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Competition and Retention
DEMOGRAPHICS
PERSONA AND USER JOURNEY
RESEARCH AND DISCOVERY
FEATURES & FUNCTIONALITIES
To resolve user needs
Real-time updates on vehicle
inventory for customers on available
car models and configurations.
Leveraging customer insights ensures marketing messages resonate with the target audience
System to ensure communication aligns with customers' preferences.
OPPORTUNITIES
