Concept project. A new digital automotive marketplace that's reinventing the experience of purchasing an EV.
It can be a challenge for younger people to figure out which type of car suits their personality. You might like a certain brand, but does that brand really meet your needs? Our main goal is to create a platform where any user can find the right car for them based on their lifestyle, budget, and other factors. We want to help people make faster decisions between wanting to buy a car and actually owning one.
The challenge was to analyze the electric vehicle (EV) market, understand what users think about electric cars, whether they are considering purchasing one, and what frustrations and needs they have. As a business concept, I aimed to create a unique experience to ensure that users find the best EV based on their actual needs, and to facilitate a faster, secure, personalized, and trustworthy decision when purchasing an EV.
Values and considerations:
- Quick decision-making
- Secure and trustworthy transactions
- Finding the best EV based on actual needs
- Providing a unique experience
- Educating users about choosing an EV, maintenance, environmental impact, and recycling
- Car financing
- Minimizing friction
- Building a community
Role, Scope, and Constraints
My role was to come up with a solution for an existing problem. Since it was a concept project for experimentation, I chose the EV market because I believe there are various factors that hinder the adoption of electric cars.
Approach
The Design Thinking Process best suited my needs. I began by understanding the problem, investigating the market, and studying the business constraints. After the research, I defined the problem statements, identified opportunities, and set goals. Drawing inspiration and generating ideas, I designed solutions based on user flows. Starting with low-fidelity wireframe screens, I designed the primary purchase flow.
Research & References
The main competitor is Volkswagen Romania, as they offer a similar type of business.
Interviews
For the interview sessions, I created three different user groups: those with 5+ years of driving experience, fresh drivers (0-5 years of experience), and non-drivers. The interviews were conducted with 3-5 users per user group.
Interview Insights:
- Experienced drivers own a car and primarily use it for commuting to work or shopping.
- Some have driven an EV and enjoyed the experience.
- They are pro-technology and inclined to purchase an EV, but the cost should not exceed 30,000 euros.
- They spend over 150 euros per month on gasoline and maintenance, totaling approximately 2,000 euros annually.
- The lack of charging stations is a major retention factor for owning an EV.
- Nomophobia, or the fear of being detached from mobile phone connectivity, was a factor.
- Users showed interest in the concept of purchasing a car through a monthly subscription.
- They are willing to spend around 200 euros on subscriptions.
Key takeaways
- I utilized the concept to create an upsell opportunity within the company.
- The idea has been validated within the industry.
- I enhanced my analytical thinking skills.
- I successfully integrated a complete UX process.
