Overview
increase organic traffic by
Boost Trust and Transparency: Improve buyer trust by 25%, measured through user reviews and surveys.
KPIs & Goals
35%
25%
20%
Grow Market Share by
Reduce Purchase Decision Time: Shorten decision-making time by 20% through a streamlined reverse auction process.
Improve buyer trust by
The automotive industry’s reliance on traditional dealership models presents challenges for both buyers and dealerships. Buyers faced issues with transparency and lengthy negotiations, while dealerships struggled with inefficient inventory management and customer engagement. Project Ignite, by Drive.com.au, aimed to address these issues by introducing a Reverse Auction B2C model, an automated B2B platform, and a content strategy to simplify the buying process and foster trust through transparency.
As Head of Product, UX, and Content, I led the creation and execution of Project Ignite. I defined the product strategy, developed the Reverse Auction B2C model, and ensured a buyer-centric design. I oversaw cross-functional teams, crafted a content strategy to educate buyers, and facilitated Salesforce integration for seamless lead management and privacy, enhancing buyer trust and dealer engagement.
Background
My Role
Attract Buyers via Editorial Content: Drive a 35% increase in organic traffic from new car editorials and guides.
Grow Market Share: Expand platform transactions by 20% to capture a larger share of the online automotive market.
Reduce
decision time by
20%
Problem Definition
Methodology
and Process
Project Ignite combined Lean UX, Agile methodologies, and Design Thinking to create a user-centric experience. The process began by identifying challenges faced by buyers and dealerships and developing actionable solutions. Cross-functional teams—including product managers, UX designers, developers, and business stakeholders—collaborated throughout to integrate diverse perspectives into the design.
Hypothesis Formation
Design & Prototyping
Test & Iterate
Learn and Validate
Car Reviews & Guides:
We developed thorough reviews and guides, providing unbiased insights on car models and features to help buyers make informed choices.
Financing calculators:
Helped users evaluate loan options and monthly payments based on their personal finances.
User-Generated Content:
We promoted customer reviews and testimonials to build credibility and give potential buyers authentic insights into vehicles and dealerships.
Model comparison tools:
Allowed users to easily compare features and pricing of different vehicles, assisting in their decision-making process.
Content strategy elements
Educating & Engaging Buyers
The Content Strategy played a key role in guiding buyers through their journey, from researching cars to finalizing their purchase. With privacy and security in mind, the content strategy focused on providing value without overwhelming the buyer.
Content Strategy
Buyer Privacy:
Buyers’ personal details were hidden from dealerships until they accepted a lead, ensuring they felt secure when submitting car preferences.
Dealership Anonymity:
Buyers couldn’t see dealership details until they accepted an offer, ensuring a fair and unbiased competition based solely on offers.
Competitive Bidding:
Dealerships received anonymised requests and submitted bids in real-time, letting buyers compare offers without negotiation.
Customer Support:
Buyers could contact the Drive.com.au support team anytime for help with auction queries, dealership bids, or navigating the platform.
Product strategy elements
Empowering Buyers through Innovation
The Reverse Auction B2C Model (Product Strategy) allowed dealerships to compete for buyer leads while maintaining buyer-dealership anonymity. The Reverse Auction B2C Model was designed with buyer and dealership privacy in mind, ensuring trust and competitive bidding.
Product Strategy
Empowering Car Buyers: A Transparent Marketplace
The digital transformation I led through Project Ignite revolutionized the car-buying process by introducing a privacy-focused Reverse Auction B2C Model, along with a robust Content Strategy and seamless Salesforce integration. This comprehensive approach empowered buyers with transparency while maintaining dealership anonymity, resulting in greater trust, engagement, and competition. The strategy not only optimised the buying journey but also positioned the platform as a potential market disruptor in the automotive industry.
This strategic initiative not only addressed the immediate challenges of traditional car buying but also set the stage for long-term success by enhancing buyer-dealer interactions, improving customer support, and fostering a more transparent and competitive marketplace. The results, including increased buyer satisfaction and dealer participation, have laid the foundation for ongoing innovation and growth.
increase in engagement
Increased Traffic: Content strategy drove 40% more organic traffic from car reviews and guides, significantly increasing buyers in the reverse auction.
Performance Summary & Results
30%
40%
30%
Reduction in
decision time
Improved Transparency and Trust: Increase buyer trust by 40% through clear bids, controlled info release, and responsive support.
increase in
buyer trust
Streamlined Purchase Process: Reduce decision-making time by 20% with the Reverse Auction Model and automated lead management.
20%
Increase in Market Share
Market Disruption Potential: Integration of privacy, education, and a reverse auction model showed potential, driving a 20% market share increase.
Conclusion
