CARS24 Thailand
CARS24 Thailand
CARS24 Thailand
Evaluating the car-buying journey to uncover Thailand-specific pain points across 3 buyer personas and refine the end-to-end flow.
Evaluating the car-buying journey to uncover Thailand-specific pain points
across 3 buyer personas and refine the end-to-end flow.
Evaluating the car-buying journey to uncover Thailand-specific pain points across 3 buyer personas and refine the end-to-end flow.
Role
Role
UX Researcher
UX Researcher
Project Industry
Project Industry
Automotive Technology
Automotive Technology
Platform
Platform
Mobile Application
Mobile Application
(iOS and Android)
(iOS and Android)
Timeframe
Timeframe
August 2021
August 2021
Working Team
Working Team
4 UX Researchers
4 UX Researchers
Tools
Tools
Visit Website
TL;DR
TL;DR
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Conducted usability testing of the Thai used-car buyer flow with 15 participants across 3 personas to validate whether people can browse, finance, and pay with confidence.
Conducted usability testing of the Thai used-car buyer flow with 15 participants across 3 personas to validate whether people can browse, finance, and pay with confidence.
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Key issues were unclear prices and fees, hard-to-compare finance options, and low filter visibility on listing pages.
Key issues were unclear prices and fees, hard-to-compare finance options, and low filter visibility on listing pages.
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Recommended to the CARS24 design team: add a price breakdown on the Product Detail Page, set 360° product view as default, surface brand and model filters, and provide a finance comparison with visible interest rates from 3 to 5 financial institutions.
Recommended to the CARS24 design team: add a price breakdown on the Product Detail Page, set 360° product view as default, surface brand and model filters, and provide a finance comparison with visible interest rates from 3 to 5 financial institutions.
Executive Summary
Executive Summary
We validated the end-to-end online used-car purchase journey for CARS24 before launch in Thailand with 15 moderated remote sessions. Users valued transparent defect information, useful 360° vehicle viewing, a 7-day free trial, promotions, and clear warranty or insurance signals.
We validated the end-to-end online used-car purchase journey for CARS24 before launch in Thailand with 15 moderated remote sessions. Users valued transparent defect information, useful 360° vehicle viewing, a 7-day free trial, promotions, and clear warranty or insurance signals.
The main issues were unclear prices and fees, limited ability to compare finance options, low filter visibility on listing pages, and weak information hierarchy on the Product Detail Page and on Payment. Priority actions are to add a price breakdown on the Product Detail Page, make 360° the default view, surface brand and model filters, and provide a finance comparison with visible interest rates from 3 to 5 financial institutions.
The main issues were unclear prices and fees, limited ability to compare finance options, low filter visibility on listing pages, and weak information hierarchy on the Product Detail Page and on Payment. Priority actions are to add a price breakdown on the Product Detail Page, make 360° the default view, surface brand and model filters, and provide a finance comparison with visible interest rates from 3 to 5 financial institutions.
Project Brief
Project Brief
CARS24 planned to enter the Thai market and needed to confirm that buyers could understand and complete the journey from browsing to finance to payment to delivery confirmation.
CARS24 planned to enter the Thai market and needed to confirm that buyers could understand and complete the journey from browsing to finance to payment to delivery confirmation.
This research evaluated the online purchasing experience through in-depth usability testing with 15 participants across 3 personas:
This research evaluated the online purchasing experience through in-depth usability testing with 15 participants across 3 personas:
Sink
Sink
Early jobber who recently graduated or started a first job
Early jobber who recently graduated or started a first job
Dink
Dink
Newly married couple
Newly married couple
Young Family
Young Family
Family living in outer Bangkok
Family living in outer Bangkok
The study observed real interactions, behavioral tendencies in the Thai market, and points of friction as participants used the testing prototype.
The study observed real interactions, behavioral tendencies in the Thai market, and points of friction as participants used the testing prototype.
My Role and Responsibilities
My Role and Responsibilities
UX Researcher
UX Researcher
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Moderated sessions with non-leading questions, guided participants through Lookback onboarding in Thai and English
Moderated sessions with non-leading questions, guided participants through Lookback onboarding in Thai and English
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Created and used a stakeholder question list to align goals and scope
Created and used a stakeholder question list to align goals and scope
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Defined follow-up questions for each task
Defined follow-up questions for each task
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Annotated sessions with participants' comments and timestamps
Annotated sessions with participants' comments and timestamps
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Synthesized the executive summary and final report for CARS24 Thailand
Synthesized the executive summary and final report for CARS24 Thailand
Process and Methods
Process and Methods
1. Stakeholder Question List
1. Stakeholder Question List
Aligned on goals, buyer-flow scope, trust signals, pricing and fee concerns, finance options, and localization needs using a structured internal question list.
Aligned on goals, buyer-flow scope, trust signals, pricing and fee concerns, finance options, and localization needs using a structured internal question list.
2. Align the Test Plan to the Buyer Flow
2. Align the Test Plan to the Buyer Flow
Converted the flow into realistic tasks, success criteria, and a neutral probing strategy.
Converted the flow into realistic tasks, success criteria, and a neutral probing strategy.
3. Run Sessions
3. Run Sessions
Conducted 15 remote one-to-one moderated sessions via Lookback with observers and loggers. Each session lasted about 90 to 105 minutes, with end-of-session follow-ups from observers.
Conducted 15 remote one-to-one moderated sessions via Lookback with observers and loggers. Each session lasted about 90 to 105 minutes, with end-of-session follow-ups from observers.
4. Capture Decision-Grade Evidence
4. Capture Decision-Grade Evidence
Measured learnability, efficiency, errors, and satisfaction with explicit thresholds per task.
Measured learnability, efficiency, errors, and satisfaction with explicit thresholds per task.
5. Synthesize and Report
5. Synthesize and Report
Summarized key findings into an executive summary and reported back for design iteration and product planning.
Summarized key findings into an executive summary and reported back for design iteration and product planning.
Note on Recruitment: Participants were recruited by the client. This project focused on planning, facilitation, analysis, and reporting.
Note on Recruitment: Participants were recruited by the client. This project focused on planning, facilitation, analysis, and reporting.
Research Questions and Success Criteria
Research Questions and Success Criteria
We refined stakeholder concerns into questions that guided success criteria.
We refined stakeholder concerns into questions that guided success criteria.
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Can users understand total price and any reservation fee before paying?
Can users understand total price and any reservation fee before paying?
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Can users discover and use 360° and defect information on the Product Detail Page without help?
Can users discover and use 360° and defect information on the Product Detail Page without help?
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Can users compare finance offers and choose with confidence?
Can users compare finance offers and choose with confidence?
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Is payment and confirmation clear and trusted?
Is payment and confirmation clear and trusted?
Each task was judged on success, time, errors, and satisfaction.
Each task was judged on success, time, errors, and satisfaction.
Tasks
Tasks
Task 1
Task 1
Select the right car and the right details
Select the right car and the right details
Task 2
Task 2
Complete your financial request
Complete your financial request
Task 3
Task 3
Delivery & Order Confirmation
Delivery & Order Confirmation
Objectives and sub-checks for each page were defined in the plan.
Objectives and sub-checks for each page were defined in the plan.
Key Findings
Key Findings
Landing Page
Landing Page
6 participants misread the hero as a car repair service. 14 of 15 entered the product list via the primary call-to-action button. Replace the hero image, reduce banner height, and surface car types early to narrow the search.
6 participants misread the hero as a car repair service. 14 of 15 entered the product list via the primary call-to-action button. Replace the hero image, reduce banner height, and surface car types early to narrow the search.
Product Listing
Product Listing
4 participants did not notice filters. Many wanted brand and model filters and found the Recommended block irrelevant. Make filters obvious and persistent and elevate brand and model early.
4 participants did not notice filters. Many wanted brand and model filters and found the Recommended block irrelevant. Make filters obvious and persistent and elevate brand and model early.
Product Detail Page
Product Detail Page
10 participants praised transparent defect information. Some struggled to find 360°. Many felt the price information was unclear. Make 360° the default and add a clear price breakdown.
10 participants praised transparent defect information. Some struggled to find 360°. Many felt the price information was unclear. Make 360° the default and add a clear price breakdown.
Personal Information
Personal Information
4 participants had issues with field order and disliked step-by-step pop-ups. Combine into a single page and reorder fields to match Thai mental models.
4 participants had issues with field order and disliked step-by-step pop-ups. Combine into a single page and reorder fields to match Thai mental models.
Finance Request and Options
Finance Request and Options
Participants wanted a comparison view with visible interest rates. 12 preferred 3 to 5 financial institutions and some relied on brand credibility. Provide visible rates and rank options by the best deal.
Participants wanted a comparison view with visible interest rates. 12 preferred 3 to 5 financial institutions and some relied on brand credibility. Provide visible rates and rank options by the best deal.
Payment and Confirmation
Payment and Confirmation
10 participants were confused by the sudden 999 THB fee reservation fee to hold the car. 6 were unsure which amount to pay. Only 2 noticed the fully refundable message. Mention the reservation fee earlier and improve terminology and copywriting.
10 participants were confused by the sudden 999 THB fee reservation fee to hold the car. 6 were unsure which amount to pay. Only 2 noticed the fully refundable message. Mention the reservation fee earlier and improve terminology and copywriting.
Prioritized Recommendations
Prioritized Recommendations
Priority
High
Recommendation
Add a price breakdown on the Product Detail Page and clarify pay now versus pay later on the Payment step
Why It Matters
Removes confusion at the money step and rebuilds trust
Expected Result
Higher completion at Payment and fewer support tickets
Priority
High
Recommendation
Set 360° product view as the default and label defect information clearly on the Product Detail Page
Why It Matters
Leverages a feature users value and speeds decision making
Expected Result
Higher engagement on the Product Detail Page and faster move to Checkout
Priority
Medium
Recommendation
Make filters obvious and persistent on Product Listing and surface brand and model earlier
Why It Matters
Matches how users search and reduces effort to find the right car
Expected Result
More visits from Product Listing to the Product Detail Page
Priority
Medium
Recommendation
Provide a finance comparison with visible interest rates from 3 to 5 banks and rank by best deal
Why It Matters
Builds confidence when choosing a loan and addresses a key blocker
Expected Result
More completed finance requests and fewer abandonments
Priority
Low
Recommendation
Convert Personal Information into a single-page form and reorder fields to match Thai mental models
Why It Matters
Lowers cognitive load and reduces errors
Expected Result
Faster form completion and fewer drop offs
Priority
Recommendation
Why It Matters
Expected Result
High
Add a price breakdown on the Product Detail Page and clarify pay now VS pay later on the Payment step
Removes confusion at the money step and rebuilds trust
Higher completion at Payment and fewer support tickets
High
Set 360° product view as the default and label defect information clearly on the Product Detail Page
Leverages a feature users value and speeds decision making
Higher engagement on the Product Detail Page and faster move to Checkout
Medium
Make filters obvious and persistent on Product Listing and surface brand and model earlier
Matches how users search and reduces effort to find the right car
More visits from Product Listing to the Product Detail Page
Medium
Provide a finance comparison with visible interest rates from 3 to 5 banks and rank by best deal
Builds confidence when choosing a loan and addresses a key blocker
More completed finance requests and fewer abandonments
Low
Convert Personal Information into a single-page form and reorder fields to match Thai mental models
Lowers cognitive load and reduces errors
Faster form completion and fewer drop offs
Outcomes and What Changed
Outcomes and What Changed
We refocused messaging to highlight defect transparency, the 7-day free trial, promotions, and warranty or insurance on the Landing Page and the Product Detail Page.
We refocused messaging to highlight defect transparency, the 7-day free trial, promotions, and warranty or insurance on the Landing Page and the Product Detail Page.
We created 2 backlogs. Quick wins cover UX writing, information architecture, and affordance changes. Structural changes cover pricing presentation and finance comparison.
We created 2 backlogs. Quick wins cover UX writing, information architecture, and affordance changes. Structural changes cover pricing presentation and finance comparison.
This round was diagnostic and set up the next iteration for testing and measurement.
This round was diagnostic and set up the next iteration for testing and measurement.
Key Learnings
Key Learnings
Encourage Think Aloud
Encourage Think Aloud
I learned to invite think-aloud and protect silence so users reveal their mental models.
I learned to invite think-aloud and protect silence so users reveal their mental models.
Use Neutral Prompts
Use Neutral Prompts
I replaced leading prompts with non-leading questions such as “What were you expecting here” and “What, if anything, is unclear”.
I replaced leading prompts with non-leading questions such as “What were you expecting here” and “What, if anything, is unclear”.
Ask “What Next?”
Ask “What Next?”
I reframed questions from “Why did you not click” to “What made you choose this next”, which reduced bias.
I reframed questions from “Why did you not click” to “What made you choose this next”, which reduced bias.
Decision-Ready Summary
Decision-Ready Summary
I also practiced synthesizing research into a concise executive summary to drive faster business decisions.
I also practiced synthesizing research into a concise executive summary to drive faster business decisions.
Reflection
Reflection
This was my first full cycle of moderated sessions with real users. I learned that silence helps users narrate their thinking and that unbiased language improves data quality. The executive summary made it easier for leaders to move from insight to action.
This was my first full cycle of moderated sessions with real users. I learned that silence helps users narrate their thinking and that unbiased language improves data quality. The executive summary made it easier for leaders to move from insight to action.
Remote usability testing added real constraints. I managed screen-share hiccups and kept participants comfortable while watching the clock. I set time boxes per task, skipped low-priority follow-ups, and reshuffled questions so the session finished on time without losing core insights.
Remote usability testing added real constraints. I managed screen-share hiccups and kept participants comfortable while watching the clock. I set time boxes per task, skipped low-priority follow-ups, and reshuffled questions so the session finished on time without losing core insights.
Key takeaways were clear. Some findings were unexpected and reminded me to protect think-aloud moments. Personal preferences vary, so defaults like 360° as the default view and a clear price breakdown reduce uncertainty for most users. I will carry these lessons into the next round with stronger facilitation, clearer question framing, tighter time management, and a higher bar for evidence.
Key takeaways were clear. Some findings were unexpected and reminded me to protect think-aloud moments. Personal preferences vary, so defaults like 360° as the default view and a clear price breakdown reduce uncertainty for most users. I will carry these lessons into the next round with stronger facilitation, clearer question framing, tighter time management, and a higher bar for evidence.
What’s Next?
What’s Next?
What’s Next?
