E-commerce x
Car
About CARRO /
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Carro offers a comprehensive suite of services for all aspects of car ownership, leveraging AI-powered technology to revolutionize the car buying and selling experience. Carro challenges traditional methods through proprietary pricing algorithms and AI-enabled capabilities. In 2022, Carro is poised to expand its market presence in Taiwan. The ultimate goal is to attract more users to find their ideal car through Carro’s website—a platform meticulously designed to align with users' needs and operational behaviors.
Project Goal /
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The Carro website currently supports English, Malaysian, and Thai. The project’s goal is to add Traditional Chinese to the platform, enabling the newly established Taiwan team to communicate effectively with clients. This enhancement aims to increase website traffic, facilitating quotes and transactions through this one-stop-service website, which is the core value of Carro’s business model.
Pain Point /
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Our product manager proposed developing a standardized website to serve all Southeast Asian countries where Carro operates. While a universal website offers convenience and saves designers time by focusing solely on localization, user behavior varies significantly across countries. Additionally, car selection preferences are influenced by local regulations, making it unrealistic to assume a standardized website will meet all users' needs.
Discussion /
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I shared my concerns with the product manager, emphasizing that geo-demographics and cultural differences significantly impact user behavior and preferences. We explored alternative solutions for creating an excellent user experience. After extensive discussions, we agreed that understanding the users is crucial to accurately identifying their needs.
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Marketing Research /
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To understand the impact of the local market in Taiwan on online car businesses, I visited several websites similar to Carro, analyzing their operational flow, marketing strategies, and business plans. Many sites lacked organization, featured excessive advertisements, and had unclear layouts. Despite the abundance of information, the user experience was overwhelming. I shared these findings with the marketing department to gather their feedback.
Comparative Analysis /
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Our product manager aimed to provide users with the most relevant content for car listings, which function as billboards showcasing essential information for car buyers. I selected leading online car business websites, including Abc, 8891, Sum, Hot, and Save, to determine the most effective listing content. I created a comparative table in Excel and conducted interviews with five users to further investigate their preferences. The insights gained informed our design process. We agreed that each country's website layout should be consistent, while marketing campaigns and promotions would be managed by the marketing department.
Team Collaboration /
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Carro assigns each designer to a specific squad, consisting of a designer, product manager, engineers, and QAs. We employ the scrum methodology, holding retrospective meetings every two weeks to review our progress. The collaborative atmosphere is positive and transparent, making the work enjoyable. I thoroughly enjoyed working with my team members.
Conclusion /
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I am honored to have contributed to building a new website for Carro’s Taiwan entity. Witnessing the website's development from inception to completion has been a rewarding experience. I have gained valuable insights into marketing strategies and business plans from my squad members and designer colleagues. This project marks my first venture into building an e-commerce website, and I look forward to undertaking more e-commerce projects in the future.
