Discovery Auto - Vehicle acquisition service
Research Objective:
The auto discovery proposal came from the concept of having a "shopping" area in the Santander app that offered a complete service, from start to finish, of a journey of acquiring a valuable good. With this proposal in mind, we tried understand the Santander customer's real needs and pain points regarding Auto products through Discovery work (research), in order to deliver the right product to generate more results for the bank and real value for the customer.
Responsabilities:
- Benchmarking of online car sales services, car services, and car products;
- Recruitment and conduction of focus groups with people financially responsible for vehicles;
- Preparation of screeners with the different acquisition profiles of car products and services;
- Preparation of interview scripts;
- Transcription and contextual analysis of interviewees’ speeches;
- Tabulation and analysis of data;
- Elaboration of research insights and impacts;
- Preparation and presentation of a research report.
- Recruitment and conduction of focus groups with people financially responsible for vehicles;
- Preparation of screeners with the different acquisition profiles of car products and services;
- Preparation of interview scripts;
- Transcription and contextual analysis of interviewees’ speeches;
- Tabulation and analysis of data;
- Elaboration of research insights and impacts;
- Preparation and presentation of a research report.
Impact:
- Identification that customers are not interested in an acquisition product and complete monitoring, they want the freedom to choose which bank to negotiate each part of the vehicle acquisition (insurance, financing...)
- Too many features in the same product leaves the cognitive load very high and consequently the product is difficult to follow;
- People do not see security in tracking all vehicle services on the banking app.
- Too many features in the same product leaves the cognitive load very high and consequently the product is difficult to follow;
- People do not see security in tracking all vehicle services on the banking app.
