Project Overview
Project Overview
Mobile devices, tablets, and portable computers have enabled a drastic growth in telepresence robots as a means of remote physical presence for communication and collaboration in the office, at home, in schools, etc. when one cannot be there in person. Our idea is to make use of the Remote access feature in Temi, and let the potential customers look around a dealership from the comfort of their homes. Using this feature, customers will be able to visit more than 50+ dealerships across the country virtually. Although we don't expect the customers to make the car purchase virtually, this feature will be most useful in the research phase and will motivate the customer to visit the dealership in person.
The problem
The automobile industry which was previously conducting its business heavily in person have to embrace a digitalised model due to pandemic.
My role
User Research, Interviews, Prototyping
The goal
The goal of this project is to integrate Temi (a personal robot) into a car dealership in a meaningful and useful way to assist customers.
Tools Used
Figma, Google Forms
Introduction
Introduction
Like many industries, the automobile industry was also affected by the pandemic. The usage of cars has changed a lot during these times. With travel bans all over the world, people didn’t use cars, except to drive to shops. As people are slowly getting into the new normal, they are being more cautious than ever. They don’t feel comfortable taking public transportations which are usually crowded. The intent to buy a new or used car is gradually rising and is soon expected to reach the pre-COVID levels. It has long been the practice of car buyers to use online research to inform their decision before purchasing. But, when it comes to purchasing a car the buyer always wants to do it in person. This will change in upcoming years due to rapid digitalization. But, we cannot expect the customers to adapt to this digitalization and purchase a car online immediately.
Our idea is just the first step in this process of digitalization. We want the customers to experience the dealership from the comfort of their homes without any risks. This will act as a stepping stone and pave the way for further digitalization in the automobile industry.
Meet Temi
A premium designed, video-oriented, autonomous personal AI assistant robot. Temi can recognise and follow when requested, save preset locations, and navigate flawlessly around your home and office while connecting you to your friends, family and favorite web services.
At its core, Temi is more than just a robot; it's your personal assistant, always at your service to streamline your daily tasks and enhance your productivity. Temi has various applications in different fields such as retail, healthcare, hospitality, education, etc.
Temi is also loaded features such as smart-home integration, video conferencing, voice commands, Autonomous Navigation, Human Follow mode, face tracking and a dedicated app store.
Research & Requirements
Research & Requirements
User Interviews
As part of the ideation phase, we conducted remote interviews with 4 potential users. The goal of the interview was to get a better understanding of the users and their thought processes for buying a car. The one condition on which the participants were selected was that they all had some experience buying a car in a dealership.
The questions were mainly focused on different stages of the car buying process and their previous experiences in a dealership. Following are some of the interesting insights we got from the interviews:
In the process of buying a car, customers tend to visit the dealership around three times. According to the customers' statements, these stays last between 30 minutes and two hours each.
One of the parts that take up a lot of time is asking the salesperson questions and hearing the explanations about all the features. This is something customers like to take their time with. They also invest a lot of time in comparing the price and performance of different cars.
Another main reason to visit a car dealership is to see the car in detail. Just looking at some photos of cars does not give the same impression as standing right next to them or sitting inside. Buyers want to know if the car is finished to a high standard and if the feel of the car meets their expectations. To be sure of their decision before buying, customers also want to take a test drive.
One of the most important steps in the process is the negotiation of price. Customers want to do this in person. This part of the sale is one of the concerns of customers. They state that the price does not seem transparent, and they don’t want to pay more money than necessary. If customers trust the salesperson or even the company as a whole, then this doesn't worry the customer.
In the current pandemic situation, customers avoid going to the dealership more than needed. They prefer gathering a lot of information online. But visiting the car dealership at least once to see the car in front of them, test all the functionality and go for a test drive is still a step the customers don’t want to miss. For this, they are willing to take the risk and visit the store, even if they do not feel completely safe, especially when there are a lot of other people there. Reducing the number of visitors could therefore improve the customer experience.
All participants of the interview expressed interest in a remote-controlled robot that allows them to see the car dealership from the comfort of their own homes. The customers want to use this option in the stage of choosing a car model since they can use the robot to look at all the showcased cars. It also makes the experience more unique and shows a technological advancement, which is then something the customers relate to the brand and therefore also the cars. This can deepen the trust a customer has in the products and the manufacturer.
Key Takeaways
most of the research is done online at home before the actual visit
consumers feel they need to visit the dealership only for a test drive and the actual purchase
consumers typically visit the dealership 3-4 times before purchasing
Trust in a car dealer should be high, a personal consultation is obligatory
Secondary research
To back up our findings from the user interviews, we gathered and compiled reports, surveys, and studies that have already been published on this topic. We started this process by defining our research goals. We wanted to find out the typical car buying process, especially after the pandemic, and see how we could make it more efficient by bringing Temi into it.
The next step was to look for resources online and compile this data. We divided this work between our team, and at the end, we got together and shared our findings. Some of the interesting insights we got from this desk research were:
intent to purchase new and used cars is almost back to pre-COVID-19 levels and the actual mobility usage is recovering.
Fig 1: Graph showing the car buying intent and change in mobility percentage
the role of digital becomes more important across all stages of the purchase process. Less than one-third of younger consumers prefer conducting car sales and aftersales in person.
Fig 2: Graph showing interaction preference of the consumers
Source : https://www.acs-giz.si/uploads/20202906_mckinsey_covid-19_-_global_auto_consumer_insights.pdf
a perfect customer journey needs to offer each step on the communication channel that the customer prefers, whether online or offline. It requires the right technology and organization to achieve this.
There is a need for an ecosystem that is embedded in the dealership and integrated with the sales manager, the salespeople, and the after-sales team. And it needs to be seamless throughout the whole journey.
Through our research, we were able to find that some car dealerships have already deployed robots in their showroom to assist the customers. But, to our surprise, we couldn’t come across any articles or news about car dealerships using Telerobotics.
Customer Journey Map
Based on our first interviews, surveys, and literature study, we discovered that there are six stages to the consumer experience when purchasing a car. The duration of the consumer engagement in each phase of the customer choice process is heavily influenced by the customer's affinity for vehicles and digital media.
The six stages of the car buying process and the ways to integrate Temi in that stage is depicted in the graph below.
Through this project, we have focused on the Personal Inquiry or contact phase of the whole process. There is potential for Temi to be used in other phases of the process as illustrated above. We believe Temi can create a unique and unforgettable experience for the customers.
Idea & Design
Idea & Design
Our idea
We came up with a list of ways in which we can effectively make use of Temi to enhance the user experience. It is easier to put the robot in a showroom and seek attention just because its cool. But there is no point of it, if it cannot assist the customers in a meaningful way. We strived for a better application of Temi from both inside and outside a car dealership. We used the strength's of Temi and came up with the following list of features.
Temi can be accessed remotely from home, allowing customers to take a look around the dealership.
Temi allows customers to interact with cars & salespeople in the showroom in real time.
Temi assists in recognising customers and their preferences when they visit the store and relaying all information to the appropriate salesperson.
Based on previous interactions, Temi assists in directing customers to relevant cars for test drives.
Following the test drive, Temi assists the customer with various customization and financing options.
Temi greets the customer and simultaneously informs the showroom so that the necessary arrangements for congratulating the customer can be made during handover.
Target Audience
Our target group is basically anyone who is looking to purchase a car. Although, the main age group we planned to focus on was 18 - 45 years old male and female. Since younger adults constitute the majority of the car-buying population, they are more likely to benefit from this feature.
Also, a person in this age group will have a driver's license and the necessary technical knowledge to use the application and control Temi. Young adults have a strong presence on social media, so this can be a free promotion for such a feature, and this also promotes the dealership indirectly. Because controlling a robot to look around a car dealership is a cool conversation topic. They are also more likely to refer their friends and family.
Value Proposition
saves time from multiple dealer visits, especially during the pandemic
instant access to 50+ dealerships across the country
feel's more welcomed during the actual visit to the dealership
Consumers 👨
knows the customer's interest even before their first visit
any information shared will be useful for more personalized marketing during the visit
improved customer satisfaction and conversion rate
Dealership 👩💼
High Fidelity Prototype
After all the research and idea refinements, it was time to bring our idea into action so that we can test it with the users and get feedback. We decided to design an interface using Figma, and simulate the experience of a car dealership for the users. This was by far the most challenging part of this project.
The ideal way to test this would have been in a real car dealership with a real Temi. Due to the pandemic and restrictions, this was not possible. This posed some challenges that we didn’t expect.
One challenge was to integrate a video clip into Figma to simulate the car dealership experience. Since there is no direct way to do it, we had to break the video down into frames and place it frame by frame on separate artboards. For instance, a 20-sec clip would mean 480 (20*24 fps) different artboards to simulate the video effect. The basic idea is that the user would have done some research online and have shortlisted some cars, and now they have to see this car using Temi.
Once the user logs in, they can see the shortlisted car and select the car they want to see. It will then show them the list of dealerships which has the specific car model, and the user can connect to a specific dealership through Temi.
The users will be able to use the saved location feature, and Temi will navigate to the specific location after the user input. If another Temi is nearby the selected location, the control will automatically shift to the nearby robot and it will take the user to the car.
Once navigated to the specific car, the user will have options to check the car details, dealership details, book a test drive, and also get in touch with a sales representative.
When Temi takes the user to talk to a sales representative, Temi’s screen will display information about that specific customer to the sales rep. They will be able to see details like the car models they looked into and the price range they are browsing.
If he/she is an already existing customer, then the details about the car that they own and the last service date will also be shown to the sales representative. He can use this information to understand the likes and dislikes of the particular user.
(*if you see flashing white light while running the prototype for the first time please wait for it to stop and restart the prototype)
Usability Test
Usability Test
The usability test of the interactive prototype of Temi Remote access software was conducted in January 2022 with 6 members of the target group. The test sessions aimed to observe user behavior while executing tasks and at the same time commenting on said tasks, as well as letting users answer a pre-defined questionnaire after the tasks. The test method was moderated remote usability testing, where typical users that belong to the defined target group carried out tasks while usability experts took notes. The purpose was to determine the usability strengths and weaknesses of the prototype.
Participants
All test participants were recruited by members of the team. Individuals were chosen based on prior experience in visiting or buying a car in a dealership. The test was conducted in English, which is why participants needed to have a good knowledge of the language. Apart from this, no restrictions were set on recruiting.
Tasks & Questionnaire
The users were asked to connect to the prototype and carry out four tasks. While doing so, the users were asked to verbally describe everything that comes to their minds. This was asked not only for problems but for anything that caught their attention.
The tasks were selected based on the main features of the proposal. The list of tasks covered all the features that we wanted to test and get feedback. The following scenario and task set were used for all usability test sessions. The tasks were carried out in the same order by each participant. The usability expert took notes as the user was performing the tasks.
Task 1: You want to take a look at Porsche Panamera 4S at the Salzburg dealership. Please log in and connect to Temi at this dealership.
Task 2: Free roam is disabled for the sake of this interview. So please use the saved location option and select your car model to go to it.
Task 3: Now, imagine you want to know more about the car. So please look into the car details and once you are done book an appointment for a test drive.
Task 4: For the last task you have a few more questions and you would like to talk to an executive. So please ask Temi to take you to an executive.
After the test session, the participants were asked the following questions:
What is your general impression of this kind of remote visit to the car dealership?
Did you face any challenges at any particular point?
Assume the car dealership of your choice offered this service: How likely are you to use this feature in a real-life scenario?
Is there something you would like to add to this feature?
How was your overall experience?
Results
The notes taken during the test sessions were analyzed by two usability experts who worked independently at first and then combined their findings to create a general overview of all data. If an issue was faced by multiple participants, then it was marked as a high priority. On the other hand, the issues that occurred to individual users were marked as less priority. The findings of the tests are divided by tasks as following,
Task 1 - Login and connect to Temi in a dealership
Positive Usability Findings: The steps required to log in and connect to a dealership were executed without any problems.
Usability Problems: The users did not report any problems. The behavior of participants did not show any signs of struggling to complete the task.
Task 2 - Navigate through the dealership
Positive Usability Findings: The users stated that seeing Temi drive through the store is impressive to them.
Usability Problems: The users did not immediately know how to navigate Temi through the store and find pre-saved locations.
Recommendations: The icon that represents the pre-saved locations should be replaced by text that clearly states which functionality can be accessed by clicking.
Task 3 - Look into car details and book a test drive
Positive Usability Findings: The menu to check the car details was found without any problems.
Usability Problems: The users asked to see the cars from the inside, which was not possible in this prototype. It was also assumed that objects visible through the camera can be clicked as is possible in augmented reality approaches. The wording “tech specs” was not clear.
Recommendations: An approach as seen in augmented reality can be implemented to allow the user to view the inside of the car and interact with the visible features. And the wordings should be changed.
Task 4 - Connect to an Executive
Positive Usability Findings: Users were able to find the functionality on the interface without any guidance.
Usability Problems: The users did not report any problems. The participants behaviour did not show any signs of struggle to complete the task.
When asked about their opinion in the post-test questionnaire, the users stated that they liked the proposed functionality, thought of it as innovative, and did not hear of such an approach before. Especially in the current pandemic, customers thought it would be very useful.
All participants want to use the remote control feature in a real-life scenario, mainly in the first stages when users compare car models and dealerships. According to the participant’s feedback, the feature causes customers to be more likely to choose the dealership that offers the remote visit over competitors.
Users would like it to be more interactive and detailed. While looking at a car, customers want to be able to see the inside as well. This could be achieved by using a VR environment that is interactive.
Conclusion
The impact of the pandemic will continue to weave through the way organizations do business for years to come. Dealerships must find new and more effective ways of cultivating trust and customer loyalty. Decision-makers have learned from this pandemic how to innovate in ways they had never before imagined. The way businesses are run across industries has been transformed drastically over the past years.
Through this User Experience Design project, we aim to bring digitalization into the car buying process. Our idea of Telerobotics can help people in the initial stages of the car buying process. It will save a lot of time for the customers since they only have to visit the dealership to test-drive or for the actual purchase. This will allow the dealerships to gain the trust of the customer even before their visit.
We followed a user-centered design process throughout this project. Right from the start, the users and their needs were the primary focus, and at the same time, we did not forget the business goals of the idea. The prototype developed to test this feature proved successful. Users were interested in the concept and wanted to see this in real life. Most of the users mentioned that they would use this feature in the initial stages of the car buying process.
The concept of Remote Access is a beneficial feature that could motivate more customers and dealerships to adapt to digitalization like other businesses. The new battleground for car dealerships is the customer experience. Project Temi - Remote access enhances the customer experience and helps increase the conversion rate.
Next Steps
The immediate next steps would be to address the minor comments and issues found from the user test. The next ideal thing to do would be to test this feature in the real world. We believe the real-world test of this concept with more number of participants would give more insights.
The tests we conducted were mainly focused on new cars, but, to make the most out of this feature, this should also be tested with old cars. The mindset of the user who is buying a new car can vary a lot from the one who is buying an old car.
In the long term, there are several ways in which this idea could be expanded. Following is the list of potential ideas that could be implemented in the future:
In-store assistance: Once the customer arrives at the store, Temi can use the face recognition feature to greet the customers and assist them with any queries.
AR/VR integration: Temi could help the customers in customizing their car and generate a 3D model which the users can see using a AR/VR glass.
Voice assistant in Remote Access: Customers who are connected to the Temi at the dealership through remote access can give voice commands to do specific tasks.
Although some ideas are aimed to assist customers at the store, the end goal is to make this process entirely online. These ideas will enrich the customer experience and eventually pave the path to an entirely online and contactless car buying process.
