As a result of this 2-month-long research piece Autotrader was able to find the next big focus in a new range of innovative value propositions to take on in order to help the company capture more organic leads and differentiate itself in a really saturated market.
This process identified 20+ Business Opportunities through Research + Design Thinking, where the business could easily innovate.
The process below shows how by doing user research and having an end game to it, can help organisations become more user centred and gain market capitalisation as a result of it.
Through this process I was able perform and lead my team to exert the following skillsets
Design Thinking
Assumption and Research Based Personas
Qualitative and Quantitative Research
Data Visualisation
Affinity Diagraming
Journey Mapping
Business Modelling
Carsguide has undergone the process of doing personas at least three times. Each time they got Driver personas, like the "Jane - The Sports Mum" that drives an SUV to take her kids with dirty clothes with their gear to the game and back. Or "Joe – The Mid-life Crisis Executive" that likes to drive expensive cars. And while looking at their pain-points and goals, I devised something fundamentally wrong with these personas: They didn't focus on the activity at hand: The transaction. While Jane and Joe might have been well crafted personas, they were driver personas, and not quite "I'm in the market to buy a car" personas.
So I embarked in the process of creating the right kind of personas for Carsguide / Autotrader.
I kicked of the process by asking representatives of different stakeholder groups to sketch out and define who they thought were the users of our website. This was done through a workshop that had the following structure: