Buyer's Perspective
Car buying experience and Journey
PROJECT BRIEF
Visitors on the Car Detail Page were not finding enough useful information to help them make confident purchase decisions. The page lacked structure, missed key details, and didn’t support deeper engagement—resulting in low average time spent, limited organic traffic, and poor lead capture. To address this, we conducted user research to understand what buyers really look for while choosing their dream car. Based on these insights, we redesigned the page to include relevant specifications, comparisons, and emotional cues that support decision-making. The updated structure aims to improve user engagement, boost organic visibility, and drive higher-quality leads.
MY ROLE
User Research
UX Design
Visual Design
TEAM
Ankit Awasthi - Manager
Akshay Modi
Myself
TIMELINE
2 Months
GOAL
Redesign the Car Detail Page to deliver relevant, decision-enabling information that helps users confidently explore and evaluate their dream car—while also increasing average time spent on the page, improving lead capture, and driving higher organic traffic through structured, user-focused content.
DISCOVERY-BREAKDOWN OF THE PROBLEM
The email-based invoice process worked initially but broke down as partner count and volumes grew. With thousands of emails, incorrect data, and no visibility for partners, delays became common. Over time, this led to process and UX debt, making the experience frustrating for both partners and the Finance team. Payments were often stuck for long periods, highlighting the urgent need for a structured and scalable solution.
01
STAKEHOLDER
INTERVIEW
02
USER
RESEARCH
03
COMPETITIVE
ANALYSIS
04
SYNTHESIZE
FINDINGS
05
REDEFINE
THE PROBLEM
06
MAP USER JOURNEY
07
Validate with users
Re-iterate
Surety of Car selection vs Car
50%
40%
30%
20%
10%
0%
29%
First Time Buyer
42%
Repeat Buyer
First Time buyers (71%) are more undecided than repeat buyers (58%) about their car
Research before Buy vs Buyer's type
100%
80%
60%
40%
20%
0%
88%
First Time Buyer
79%
Repeat Buyer
First Time buyers (88%) research more than repeat buyers (79%)
Relevancy of Content
100%
80%
60%
71%
Manufacture's
content
33%
3rd Party
Professionals
15%
Non-Professional
Amatures
40%
20%
0%
71% watched professionally produced videos
33% watched 3rd party (professionals) produced videos
15% watched Privately(Amateurs) produced videos
High Uncertainty among buyers : 68% of car buyers start their research without a clear model in mind. This was 13% higher than the data in 2016, indicating that indecision is a growing trend.
More options, more confusion: Today’s market offers a vast range of models and features, so even more shoppers begin undecided. Consumers often feel overwhelmed by the number of choices, confirming our survey’s insight that many users lack direction.
Need for guidance: Without knowing what they want, consumers can feel frustrated or waste time exploring irrelevant options. This insight underlines the need for tools to help users clarify preferences early.
USER PAIN-POINTS
Listening to users helped us understand where they struggle most during the car-buying process. Here are the top pain points we observed across our three core personas.
First Time Buyers
Unsure about which car suits their needs (family, off-roading, touring, etc.)
Easily influenced by family opinions
Overwhelmed by options
focus more on visual appeal and features, but lack technical understanding
Channel Partner
Spend a lot of time comparing specs, features, and pricing
Want deeper, detailed technical information (mileage, engine, build, variants, etc.)
Need more side-by-side comparison tools and expert insights
Sales Planning
Looking for in-depth, unbiased, & fresh content about new launches and features
Want rich media (videos, reviews, deep dives) rather than just specs
Seek seamless browsing to discover and learn, not necessarily to buy
JOURNEY MAP
User
Search
Decides to submit a lead
Schedulesshowroom visit
Customer buys a Car
Google Search
Search by Car Criteria or Name
Car Listing
Car Detail Page
Directly by Name
By Body Type, Budget etc.
Read Car info in detail - Features
Compare Variants & Prices
Dealer calls
Search for Alternate Car
Direct Application or website
High Uncertainty among buyers : 68% of car buyers start their research without a clear model in mind. This was 13% higher than the data in 2016, indicating that indecision is a growing trend.
More options, more confusion: Today’s market offers a vast range of models and features, so even more shoppers begin undecided. Consumers often feel overwhelmed by the number of choices, confirming our survey’s insight that many users lack direction.
Need for guidance: Without knowing what they want, consumers can feel frustrated or waste time exploring irrelevant options. This insight underlines the need for tools to help users clarify preferences early.
REDEFINED PROBLEM STATEMENT
How might we restructure the car detail page to present relevant, easy-to-digest information that supports confident decision-making, increases user engagement, and drives lead conversions?
SOLUTION OUTLINE
