• Stakeholder interviews
• Product analysis
• Ideation
• Prototyping
• Concept testing
• Usability testing
Understanding that prospective VW Golf buyers are also looking at Hyundai I30’s, could help a Marketing manager when making decisions on how to spend $$$. That’s where Redbook IQ could help, by providing reports that captured user behaviour across every OEM.
It would be a tall order to set up interviews with the likes of Mazda, Mercedes, BMW, Hyundai etc… So interviewing stakeholders and subject matter experts within carsales was the most feasible approach for this project.
If I told you that VW golfs generated 5,000 leads this month with an average closing rate of 20%, is that good or bad? Who knows? Depends on the context and many other variables. This is why the product direction was to provide informative, meaningful insights before the raw data.
We were lucky enough to test initial lo-fi concepts with members that were representative of the target audience. The informative insights were well received, although a little tweaking was needed depending on the business function that may be viewing the reports.
A follow-up survey was sent out post-launch to capture feedback and sentiment verbatim, this showed strong customer satisfaction. Because this was a new product, baselining on core metrics would take some time to establish.
