Business Introduction
Getir is a Turkish start-up founded in 2015. Its mobile app offers an on-demand delivery service for grocery items and a courier service for restaurant food deliveries. In the upcoming case study, I was asked to research and design the capability to sell online zero-kilometer vehicles on Getir’s mobile platform.
Problem Statement
Develop a streamlined process within the Getir application for selling new vehicles with a delivery time of 30 minutes, focusing on optimizing the payment and delivery sections to ensure a seamless user experience.
Design Process
For this project, I employed the double diamond process as a method for design thinking. This process is divided into four stages: Discovery, Define, Develop, and Deliver.
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The Discovery stage is focused on researching and understanding the problem at hand, gathering information, and identifying the needs and wants of the users.
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The Define stage is where the problem is defined more clearly, and possible solutions are conceptualized.
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In the Develop stage, the solutions are prototyped and tested, and the best one is chosen.
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Finally, in the Deliver stage, the solution is implemented and delivered to the intended audience. This process allows for a thorough and iterative approach to problem-solving, ensuring that the final solution is effective and user-centered.
Framework
For this case study, I considered the following framework.
Challenges
Gatir is a super app that provides multiple services in one application through Android and iOS. The services offer an on-demand delivery for grocery items and a courier service for restaurant food deliveries. Also, users can request a ride or rent a vehicle via this app.
Now we want to add a new section to this super app that provides a vehicle purchasing service for the customers. Based on the current experience, users expect the process to be something like other services on Getir, which means a reliable, fast, and delightful experience (ETA ~ 30 min).
Objectives
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Make the vehicle buying process more convenient and accessible for users by allowing them to browse and purchase vehicles from their mobile devices according to the current application experience.
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Provide a wide selection of vehicles for users, including brand and type vehicles from various manufacturers and dealerships.
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Offering competitive pricing on vehicles to attract customers and drive sales.
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Streamline the vehicle buying process by providing features such as financing options, trade-in evaluations, and delivery options.
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Improve customer engagement and retention by providing personalized recommendations, special deals, offers, and accessible communication with dealerships.
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Enhance the overall user experience with intuitive navigation, high-quality images, and detailed vehicle information.
Constraints
Overall, constraints in online vehicle purchasing through the application may include:
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Limited inventory: The dealership may only have a certain number of vehicles available.
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Geographic limitations: The dealership may only sell vehicles to customers within a specific geographic area.
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Financial constraints: The dealership may have limits on the types of financing or payment options available to customers.
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Age restrictions: The dealership may only sell vehicles to customers of a certain age, such as 18 years or older.
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Legal restrictions: The dealership may have to comply with local laws and regulations related to vehicle sales, such as emissions standards or safety requirements.
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Technical constraints: The dealership may need more than the features they can offer, such as 3D tours, AR test drives, etc.
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Shipping/delivery constraints: The dealership may restrict how and when vehicles can be delivered to customers.
Assumptions
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We have an agreement with local retailers that are validated and comply with sales rules and standards.
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We are flexible for delivering the purchased vehicle in 30 minutes (traffic issues, distances, commuting, etc.)
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Our users know the Getir product and are familiar with the app and order flow; they have already logged in to the app. (no need to onboard).
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There is no constraint in the payment of large amounts during payment flow.
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There is no price change during the purchasing flow, and we always show the final and updated price to the customer. (based on customization and options they selected).
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Users can select payment options (cash, lease, or loan), and we have already integrated and coordinated with banks.
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Users want to have a test drive option before purchasing.
Competitive Analysis
A competitive analysis evaluates the features, functions, user experience, and emotional appeal of our competitors' products. This helps in understanding the strengths and weaknesses of the competitors and allows us to make strategic decisions to improve our product and create a superior user experience.
My research showed me that only some sites complete the sales process from beginning to end and delivery in selling zero-kilometer vehicles by vehicle manufacturers and their dealerships. One of the main reasons is that the final price needs to be clarified for the consumer, and according to economic and financial limitations and constraints, companies prefer to finalize the price with the customer in touch with the dealerships.
Most manufacturers, such as Jeep, BMW, GMS, Volvo, and Peugeot, have a flow containing the model selection, personalization, and add-ons/options for the user. Still, despite showing the price in the final payment section, they refer to local dealerships or the contact form. This sales policy is not applied on the Tesla website, and after final payment, the user can follow up ordering and delivery process. So this shopping experience is enjoyable for users. Certainty is the factor that the user looks for while using a digital platform and buying a high-value vehicle. Otherwise, it can be a pain point in the user flow.
User Interview / Survey
To save time and increase the number of participants in the research process, I distributed a survey via Google Forms to my trusted acquaintances and LinkedIn network.
Due to the time limit, 11 people participated in the survey, which was enough for this case study.
Survey Questions
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How often do you purchase vehicles?
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Have you ever purchased a vehicle online?
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On a scale of 1-5, how important are the following factors when purchasing a vehicle: price, brand, model, features, and delivery time?
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What concerns do you have about purchasing a vehicle online?
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How important is the ability to customize your vehicle before purchase?
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How would you rate your overall satisfaction with your past vehicle-buying experiences?
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How likely will you recommend our online vehicle-buying platform to a friend or family member?
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Are there any specific features or tools you want to see on an online platform for purchasing brand-new vehicles?
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How comfortable are you with completing the entire vehicle-buying process online, from research to delivery?
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Are there any other comments or feedback you would like to provide about the concept of an online platform for purchasing brand-new vehicles?
Survey Result Summary
- 60% of the participants emphasized the importance of customization before purchase.
53% of the participants were generally satisfied with their previous vehicle-buying experience. - Less than 50% of the participants recommend the online vehicle-buying platform to their friends.
User Persona
Based on the data obtained from the research and survey phase, I decided to continue working with a one general persona.
User Journey Map
Now I wanted to dive deeper and get a better understanding of the overall journey that a user would take throughout her journey, and I've created a user journey. This helped me to put myself in the shoes of the users and empathize with what they think, feel, do, and say.
Information Architecture
As we know, IA is an essential step in the product design process as it helps to ensure that the final product is user-centered and easy to use; so by combining my research, I obtained an optimized and organized structure that helps users navigate to find and process the information they need.
High Quality ↗
User Flow Chart
Once I have established a basic information architecture that meets the needs of the user, I can proceed with creating a detailed flow chart to ensure all necessary elements are taken into consideration.
High Quality ↗
Benchmark
According to my research, no application was available to fulfill our needs in this case. Therefore, in the benchmark, I took help from the websites of competitors and vehicle factories to get ideas and understand the user flow.
Design
At this stage, I always designed the wireframe and sketch on paper or with digital tools, but due to the lack of time and the current Getir patterns, I decided to skip the wireframe and do the design in hight-fidelity.
It is essential for creating a seamless and professional user experience in an application by ensuring that all design elements work together harmoniously to create a consistent look and feel across the entire application. This includes elements such as the layout, typography, color scheme, imagery, and branding. So using user interface elements and user experiences, I proceeded with the principles and patterns in the Getir product.
Touchpoint & Getircar Home
The main touch point of this new Getir service is on the main screen of Super App. I decided to allocate one of the service slots on the main screen to the GetirCar.
Like any other service in Getir, this new service will also have its home screen, which includes advertising banners, quick access to vehicle body type, available brands, and product offer vehicle ousels.
Also, if the customer has already registered an order, he/she can be informed of the latest status of her order on the home screen.
Listing View
Like most applications, it requires a listing screen to display products. The listing screen includes features such as sorting and filters. Users can filter vehicles based on body type, color, fuel, suspension system, etc. because the offered product is a high-value vehicle, big and bold vehicleds are used to empathize with the user. Essential product information and delivery type are also included in the vehicles.
Detail View
On the product details screen, the user can see large pictures of the interior and exterior of the vehicle. Also, book a time for a virtual tour conducted by the seller. The price estimation and payment section are activated for the user on this screen.
Payment Estimator
Estimating the final price for customers can be one of this application's attractive and significant features. This feature can be dynamically defined and presented in connection with the banks of our contract parties and syncing with customers' bank accounts and credit scores.
In most vehicle sales programs, three payment options are possible: cash, leasing, and loan. These three options are also included in this case study. The user can move among the options and adjust them according to his wishes. It is possible to enter the amount of the downpayment and the trade-in amount of the ready-to-exchange vehicle.
Customization
In user research, it was found that most customers would appreciate the possibility of customization when ordering a vehicle. This feature is mainly related to orders directly from manufacturing factories. But by increasing the inventory and variety of products, we can use this feature in our application.
Based on this, the requested vehicle customization screen was designed. These items will be available based on inventory.
The possibility of adding additional vehicle insurance was also considered at this stage.
Delivery
Delivery is one of the most critical parts of this application. Since Getir's mission is fast and delightful delivery, this part should also be included in ordering and selling vehicles.
In this case, two types of delivery are provided, which will be supplied based on the inventory and the customer's location: Delivery at their address and pick-up from dealerships.
The customer can choose the desired time (now or schedule) in each option. According to the user experience, delivery at the address is similar to other Getir services. In delivery from the dealership, the customer can see the list of dealers near him on the map and choose one of them.
Payment & Checkout
The last stage of the order is choosing the type of payment and checkout. As mentioned earlier, many optimizations can be done at this stage.
One of them is integration with the bank and calculating customer credit points. In this way, we can inform the customer of the monthly payment amount according to the bank where the customer has sufficient credit. At this stage, the customer can choose his payment type if available. Also, use the payment calculator.
After choosing the type of payment, cash in our design, we enter the checkout screen. On this screen, we have a summary of the order's invoice, delivery type, payment method, and the option to accept the sales contract.
The customer enters the payment through the bank by pressing the place order button.
Order Placed
After confirming the payment and return from the bank process, the customer's order is placed. On this screen, we can use appropriate effects and strong messages to create a sense of empathy in the customer and induce a pleasant feeling the payment.
A summary of the customer's order is displayed on a vehicled. Also, the customer can see the process and stages of his order from the beginning to delivery here.
Delivery Time is Arrived!
While preparing and transporting the vehicle, the customer can be informed about the details and step-by-step of the order through the My Orders screen.
If the vehicle is submitted as delivered at the location, the customer must complete the delivery checklist process through the application after the vehicle arrives at the delivery location. This process also must be done if the delivery option is the pick-up point.
The customer checks and approves the items in the checklist one by one. This step is done to ensure the quality of the received product. In case of a problem with the vehicle check, the touchpoint for calling customer support is considered on this screen.
Enjoy your ride!
The delivery of the vehicle has also been completed.
The customer can rate the order process and his experience with the order through the relevant touch point. We hope the customer is also satisfied with the order and delivery process!
Also, on this screen, he can take advantage of the help and guidance of the customer contact center.
If the customer is unsatisfied with the vehicle and can cancel and return it in the contract, the customer can return it through the relevant touch point.
Final Thoughts
I’m relatively happy with the outcomes, especially given the time constraints. Putting together a research-driven digital solution in a couple of days was not easy, but I think I was able to provide GetirCar's core experience and value proposition.
I focused on the payment and delivery processes, but there are so many other directions I could go and build upon.
With more time, I would:
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Test my flow with users, and iterate based on feedback.
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Solidify the app's overall architecture since I only designed a specific flow. Do a vehicled sorting activity to help solidify an intuitive navigation structure.
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Explore other visual directions and validation with users.
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Design an onboarding flow.
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Systematize my designs.
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Integration with the customer's bank and calculate of the credit points to give a better Payment estimation.
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Informing the user about the cost of drive for each vehicle based on their fuel consumption.
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Adding a test drive option after the vehicle arrives at the customer's hand.
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Adding AR (Augmented Reality) and VR (Virtual Reality) features can enhance this platform experience by providing customers with a more immersive and realistic view of the vehicles. These technologies can be used to create a virtual showroom, an AR configurator, a VR test drive, and customization options.
All in One
I described almost all parts of the improvements with per-screen interactive prototypes. But for a better experience, now you can see all the prototypes in one place and walkthrough in app flows.
P.S. You can see this case study as an interactive one in the Figma↗︎