How to stand up a research practice, and yet still have an immature child act like you somehow failed.
Overview
Problem
New uniques were an entry point into funnel for premium membership and extended warranty and insurance sales.
Solution
December compared to November, unique visitors were up by 17.9%
Impact
December compared to November, unique visitors were up by 17.9%
CarEdge (formerly YAA) is a seed-stage startup with a goal of empowering car buyers to get the best deal on a buying a car. CarEdge is a top 50 automotive website with a media arm that generates millions of monthly views.
Role & Responsibilities
Product Designer (contract)
Creative Direction
UX/UI Design & Prototype
Design System
QA
Testing
Project Team
Timeline
3 months (2-week sprints)
Technology
Marketcheck API
Overview
Qualitative
Car buying mental model
Synopsis: Uncovering potential business opportunities from generative research to map the consumer car buying experience. Living document
Car Buying Advocates (4)
Members and Non-members
Techniques: Generative research; open-ended interviewing, affinity mapping; mental modeling
Dovetail/Auto Advocate Interviews
Knowledge hub
Tagging is powerful. And also a powerful rabbit hole.
Real-time for the win - high visibility
Dovetail/Project Main.pdf
Learning loops
Link to all survey results
Sign up survey
Cancellation survey
Publishing on slack for real-time
easier customer service
shared insights
Downside: can contribute to swirl or false urgencies
Setting up passive hooks (NPS) - changing cadence