Tire-Service Experience
crosee-platform design & service design
I conducted usability testing subsequent to the prototyping phase. I created and implemented a design system across various platforms.
INTRODUCTION
Prinx focuses on the design, manufacture and distribution of commercial and consumer tires. Prinx wants to understand more about consumers' life circle by renewing brand values and services, so as to establish a value resonance with the brand and gradually lead consumers to a new perception of Prinx tires. This project is showing how millennials could buy new tires in an easy way, and integrate into their lifestyle.
Skip to final deliverablesteam
1 Project Manager
3 Visual Designers
2 UX Designers
timeline
Feb 2021 - Jun 2021
nda ⚠️
In compliance with the non-disclosure agreement I signed, I have omitted sensitive data and obfuscated figures. All information in this case study is my own and does not reflect the views of frog. I'm happy to share more details verbally during the interview :)
Overview
What's the problem?
Most of the core users of Prinx are millennials, and it is a big difficulty for this group of users how to buy and replace tires. At the same time, in the case that the product does not have obvious competitiveness, how do we enrich the scene application through branded experience elements, so as to guide users into the brand experience journey.
What's the solution?
Based on the key stages of the user journey, awareness, interest, purchase and loyalty, across online and offline scenarios, we have designed a number of core experiences, including the branding, look and feel, retail design of the store locations, customer journeys, application design and service design.
discover
Research goal
The lifestyle of the potential consumer group to paint a picture of the potential consumer group
Attitudes and impressions of potential consumer groups towards tire brands
Potential consumers' experience pain points and expectations for tire brands
Quotes from interview
High perception barriers overwhelm users
"Every time I see knowledge about tire performance, it's hard for me to read and I don't want to continue to understand it after a long time."
Opaque behavior loses user trust
"Every time I dealt with sales I was nervous because there was no transparent price and I would worry that she was secretly raising the price. Also not being able to see the repair process made me wonder what was going on."
Tire repair is always anxiety-provoking and draining
"Every time I go to the tire store and wait in line, wait, repair, pick up the car and a series of other steps will make me feel very troublesome do not want to do it ."
Qualitative research
Conducted 24 In-Depth Stakeholder Interviews
Based on interactive contact and contextual qualitative research, we can build a deep understanding of future target users.
Research goal
1. The lifestyle of the potential consumer group to paint a picture of the potential consumer group
2. Attitudes and impressions of potential consumer groups towards tire brands
3. Potential consumers' experience pain points and expectations for tire brands
Qualitative research
Conducted 24 In-Depth Stakeholder Interviews
Based on interactive contact and contextual qualitative research, we can build a deep understanding of future target users.
Quotes from interview
High perception barriers overwhelm users
"Every time I see knowledge about tire performance, it's hard for me to read and I don't want to continue to understand it after a long time."
Opaque behavior loses user trust
"Every time I dealt with sales I was nervous because there was no transparent price and I would worry that she was secretly raising the price. Also not being able to see the repair process made me wonder what was going on."
Tire repair is always anxiety-provoking and draining
"Every time I go to the tire store and wait in line, wait, repair, pick up the car and a series of other steps will make me feel very troublesome do not want to do it ."
What's customer's needs
Transparent
Present maintenance progress, maintain process transparency, and provide adequate decision-making information.
Intuitive
Perfect after-sale guarantee, cooperate with various brands, dispel customers' concerns.
Unconcerned
Assist customers to make appropriate decisions and enter the consumer's life circle in a form familiar to them.
Our focus
How might we build a convenient bridge between the auto repair factory and the consumers?
Final concept
Prinx Pick Up Store
Prinx Pick Up Store rich scene penetration is carried out in the form of multi-form stores and free combination of experience elements. Roll up to a pick up store, and let Prinx take care of the rest. Your car will be driven to a nearby store to have new tires installed/repaired while you shop, see a movie.
Prinx experience cabin + Prinx quick service pile + Auto repair shop product board.
modulars in the store
Function of Different Modules
Different Module Combinations
features
We want to enhance the entire tire repair and replacement experience for consumers through a mobile app. Regardless of which multi-form stores the consumer is in, it can assist the consumer with the entire user journey, including viewing tire information, purchasing tires, repairing tires, replacing tires, storing car keys, viewing repair progress, picking up the car, the car community, and more.
Service introduction
Help users understand the process of tire repair, the first step is to choose to buy new tires, the second step is to enter personal information to handover the car, and finally pick up your car.
Tire Choosing
Since the tire knowledge barrier is too high, we want to use the questionnaire to help users quickly understand and select tires.
Product Introduction
We make complex tire information simple and straightforward for users to understand by visualizing the product information.
Order
Clear and detailed order pages make users feel more comfortable when delivering cars.
Car Maintenance
The full live broadcast of the repair process makes users more aware of what is happening during the process, so they become less anxious.
Pick-up Car
A service evaluation system after the order is completed allows users to express their feelings.
