Project summary
Car sales research
Discovery phase of a project for a large automotive resales company who were looking to improve their online tools.
MFL Direct is one of the UK’s largest wholesale used vehicle suppliers, selling more than 200,000 cars a year to dealers across the UK. With the vast majority (80%) of their sales taking place online, mfldirect were keen to optimise the experience of their users.
My role was to:
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Understand how dealers were actually using current sites
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Highlight pain-points
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Explore opportunities to improve the customer journey
1-2-1 interviews & user testing
In total, I remotely interviewed 12 separate car dealers around the country.
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I asked participants to complete a primary task (find a car) on the live website, and then probed them on their use and understanding of individual screens they had gone through.
1 of 12 interviews I moderated
On completion of the interviews, I analysed the data and presented the findings, and my recommendations, to the client.
Extract from the interviews report
Online survey
Following the 1-2-1 interviews, I created an online survey to validate some of the key themes, observations and expectations I had discovered.
The survey was completed by another 83 dealers.
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None of these participants contradicted any of the initial observations from the interviews and either supported those findings or added extra insight to them.
Extract from online survey
Ouputs
Using the insight gained from my research, mfldirect's consultant agency, was to able to create a roadmap and vision for mfldirect going forward.