CarMax Digital Roadmap
For many people, buying a car is complex, difficult and burdensome. And for a brand that prides itself on simplifying and humanizing car buying, CarMax needed insights and experiences to continue to drive customer engagement and loyalty. I collaborated with business and brand strategy to understand the car buying marketplace and develop customer experiences that would serve the unmet needs of target audiences.
Shopping Journey Research
Understanding the Car Buying Process
Through qualitative and quantitative research, I documented the challenges and bottlenecks of the shopping and buying process.
Segment-driven Personas
Defining High-Value Target Segments
Not all prospective customers are valuable to a business. It’s critical to understand and define the types of targets that will benefit from a service provider like CarMax while also being profitable. Segment-driven personas enable informed design decisions and help the company squarely focus on key customer targets.
Sample Illustration
Competitive Assessment
Analyzing the Competitive Landscape
To understand the whitespace in the category, I led a comprehensive review of direct and indirect competitors to understand customer experience offerings across the shopping process.
Sample Screens
Experience Initiatives
Creating an Actionable Roadmap
After in-depth research, analysis and understanding of technology capabilities and internal processes, I identified a series of ideas and actionable initiatives to help the company move from concept to launch.
Example Roadmap Initiative
