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Spotawheel : Customer Journey Map

My role

I’ve mapped the Customer journey for a specific persona of Spotawheel brand including all customer touchpoints from the moment they realise they need a new car all the way through to purchase. I conducted UX Research to get information on actions, thoughts, feelings and experiences mapped with each of the journey phases. I ran a journey mapping workshop with stakeholders across departments to address pain points and turn journey mapping insights into products and services.

Outcome

Identified potential improvements throughout the customer journey.

Customer Journey.png

Background

Spotawheel is a company that sells used cars based in Greece. It has changed the way people buy used cars because it has brought transparency and trust to the used car market offering pre-inspected and excellent quality cars. Customers can buy a car from Spotawheel with two ways:

  • Buying a car with Test Drive in the Sales Center or

  • Buying a car Touchless (by phone)

Why did we need a Customer Journey map?

  • To visualise the experience of interacting with our brand from our customers’ point of view so that we can see what what’s missing, what we’re doing right and where we can make improvements across the customer lifecycle

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  • Create a shared understanding of the customer experience across the company and break down silos between each department

UX Persona I used for my journey mapping

My customer journey reflected a specific UX persona that is the most common one among female customers. Her name is Maria and her journey to buy a car is particularly a troublesome one because she has no relationship with cars at all and has very little time to devote to this purchase.​

UX Persona Maria.png

What's included in the Customer Journey map?

  • All touchpoints with Spotawheel from the moment Maria realises she needs to buy a car all the way through to making a purchase

  • Her goals across touchpoints and actions she takes to complete those goals

  • Behaviours, thoughts and feelings she has throughout the journey

  • Barriers and annoyances she faces trying to make a purchase

  • Solutions and opportunities for improvement

How did I get the information I needed?

The only way to capture the user’s experience was to document it from every angle:

  • I interviewed customers / prospects from our database

  • I interviewed employees from inside the company to get their view of the journey (Call center, Sales people, Delivery center, Product managers)

  • I analysed quantitative surveys and NPS surveys

  • I gathered information from microsurveys and customer reviews

Customer Journey map

The map below shows the experience of our UX Persona from the moment she realises the need for a new car until when the car is being delivered to her.

Journey map.png

Workshop with Stakeholders

After mapping Maria’s journey I organised a workshop and shared it with key Stakeholders to make sure we are all aligned on the information being displayed.

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We went through stage by stage together and made amendments when needed. After discussing the pain points we started generating ideas on how we can soothe or remove the pain from the journey.

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