Sincere Auto Care Case Study

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CASE STUDY DOCUMENT


Table of Contents-

About The Project..........................................1

Evaluation.......................................................15

Observations....................................................3

Implementation............................................17

Analysis...............................................................7

Final Conclusions.........................................21

Synthesis..........................................................13


Created by Davisasm aka Ashley Davis


About The Project--

OBJECTIVE I chose to research Sincere Auto Care to find challenges and implement solutions based on the data I collected. Using design research methods, I made many discoveries about the business and its challenges and success areas.

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PROJECT DETAILS

How might we improve Sincere Auto Care’s digital/web presence to more frequently update their customers on their vehicle repairs?

PROBLEM AREA

SOLUTION

My major success discoveries were that Sincere Auto

Having a more interactive web presence should

Care is known for its trustworthiness, fair prices,

help ease Ron Jr.’s burden and free up some of

and friendly employees. The customers actually

his time to update customers more often. My

love talking to the owner (Ron Jr). as if they’ve

solution is to create a web resource for customers

been long-time friends. Interviewing them led me

to receive updates on the progress of their vehicle.

to find the major challenge in the business, Ron Jr.

If customers can check on their vehicle’s progress

is not able to adequately update the customers in

online, it would reduce the number of customers

a timely fashion. He has so many responsibilities

calling the shop to check on their cars as well as

on his shoulders that he is physically incapable of

free some of Ron Jr.’s time to be able to update the

making phone calls to the customers regarding the

customers that do still call.

status of their vehicles. This leads to frustration on the customer’s behalf because it’s difficult to be patient for your vehicle when you need it. Sincere Auto Care is run completely via their landline phone.

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Observations--

How might we understand more about the successes and challenges of Sincere Auto Care? I observed Sincere Auto Care using the Fly on The Wall

method. This involved

making observations using the AEIOU system, which guided me to noticing things about the Activities, Environment, Interactions, Objects, and Users of Sincere Auto Care. After reviewing my findings, it is now noticeable how often the phone rings and how in-demand/divided Ron Jr.’s attention is. It is a noticeably friendly/light-hearted atmosphere with plenty of daily chit-chat and jokes.

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AEIOU OBSERVATIONS ACTIVITIES

OBJECTS

Talking Explaining car performance and problems TV playing Customers walking in and out Mechanics walk in-between lobby and shop

Plants Television Vending machines Quarter Candy machines Toys Children’s books Old record player Scattered auto parts T-shirts (for sale?) Coffee machine Water cooler Windshield wipers Books Bar stools at register Trash can Signs and posters Front desk Computer

ENVIRONMENT Drop off box outside Open sign Customer door Employee only door Large windows Open space Seating area Phone rings a lot Plaques Certificates Nomination for Indy A list Advertising for auto parts Customer warnings No smoking sign Office in back with door propped open Blocked off side doors Carpet “shelving” bordering the windows Concrete wall in parking lot Chain fence bordering gold’s gym off Old mall now dull government building

Catalogs for auto parts

Pretzels Calculator Note pad + pen Desk with papers Key ring holder Clipboards Office chair Oils and auto liquids Office with door propped open with: Visible binders, filing cabinet, and desk

INTERACTIONS

USERS

Walking in door “ding” Talk to Ron Jr. Ron Sr. if Ron Jr. Is unavailable Walking in you are greeted Chit-chatting Among the front desk Phone calls Using computer Friendly environment Chatty environment? Lots of calls with no one on the other end

Customers Parts delivery Mechanics Managers/owners Mostly male

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Observations-How might we understand the interactions, actions, and behaviors at Sincere Auto Care? I made observations at Sincere Auto Care by using a

shop. This research confirmed the large amount of chit-

combination of cognitive and behavioral mapping.

chatting between the customers and employees. There

Cognitive mapping involves recording the actions and

has yet to be a single customer who only talks about

interactions of users, where behavioral mapping involves

their car and skips small talk. Ron Jr. and Ron Sr. seem

how the users feel about their actions and interactions.

to need to do a fair amount of counseling for their

I recorded the traffic of the customers, but found that it

customers.

became relatively useless to track anymore. The heavy traffic area is highly used as customers seem to want to go straight to the counter to take care of their business, then leave until their car is ready for pick-up. The seating area has yet to be used while I’ve been observing the

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Pick up vehicle.

33%

Front Door

Office

33%

Pick up vehicle.

33%

Pick up vehicle.

33%

Make payment.

22%

Vending Machines

Office

Seating

vending machin

People who walk inside:

BEHAVIORAL MAPPING OBSERVATIONS Front Desk

9% Customers use

2

Front Door

People who walk inside:

Front Desk

fice

Shop

Dropped off vehicle

Seating

9%

Seating

Shop

Front Desk

Vending Machines

Vending Machines

22%

12%

Delivery Customers use person. the vending machines.

Dropped off vehicle.

9% Customers use the vending machines.

16%

Customers use the restroom.

Front Door

Cognitive/Behavioral

Cognitive/Behavioral Mapping--

gnitive/Behavioral Mapping-Shop

People who walk inside:

Office

33%

Front Desk

Make payment.

33%

Pick up vehicle.

12%

Delivery person.

Seating Vending Machines

22%

Dropped off vehicle. Page 6

16%


Analysis--

How might we understand what the problem areas of Sincere Auto Care might be? While interviewing a few of Sincere Auto Care’s customers. I asked: What do you think of the atmosphere here in the lobby? How would you describe your experience(s) here? What would you like to see changed/what improvements could be made here?

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INTERVIEW RESULTS + CONNECTIONS

When asked about the atmosphere and experiences, the answers included: The customers described the atmosphere as busy, friendly, and informative. The words used to describe their experiences were good, fine, and excellent.

When asked what could be improved, the answers included: The customer restroom needs improvement. Appointments can be difficult to make. Auto repairs in general are too expensive. The process can sometimes take too long.

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Analysis-How might we better organize information to find problem areas? I presented my findings so far to the class. I received a

In addition to the presentation feedback confirming my

lot of feedback revolving around the current customer

thoughts to further interact with the customers, I also

and their needs. This confirmed my beliefs that I

re-organized my information and data collected so far.

should go ahead with my plan to interview and present

This is my attempt to define general problem areas. So

questions to the customers to discover their thoughts

far I have the categories of online presence, physical

and views about Sincere Auto Care. I plan to use surveys,

location, business practices, and atmosphere. I am not

questionnaires, and interviews to discover the wants

convinced that these categories will be effective, but

and needs of the current customers. The Presentation

they at least have me heading the proper direction. The

displays my collective data from the first 3 weeks.

new arrangement is of more extensive organization. This also helped me to discover my major areas of possible problems which are:

• Long Wait Time • No Appointments • Not Enough Communication • Outdated Website Page 9


NEW DATA + CONNECTIONS

POSSIBLE PROBLEM AREAS

Long Wait Time

No Appointments

Not Enough Communication

Outdated Website Page 10


Analysis-How might we understand if Sincere Auto Care’s customers would like to see improvements with appointments, online presence, and information shared? I handed out Questionnaires to Sincere Auto Care’s current customers.

My main discovery so far is that Ron Jr.

The questions were based off of previously collected data about the

has quite a bit of responsibility on his

problem areas of Sincere Auto Care. The questions were intended

shoulders and is too busy to update and

to determine how many customers know about the website and

inform the customers as often as they

want improvements, if the customers receive as much information

would like. If I were to ease Ron Jr.’s work

about their vehicles as they want, if they are satisfied with the way

load, maybe he would have more time to

that they make appointments, and if they have any general areas of

spend on customer relations?

improvement that I have yet to see/hear about. I collected the most interesting/used answers and put them up on my research wall:

THE ANSWERS HELPED ME DISCOVER •

5/6 customers do not know that there even is a website.

Customers would like to be able to make appointments online.

They wish the shop was less busy so that they could receive more updates on their vehicles.

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QUESTIONNAIRE RESULTS

Most customers get all of the information that they want, just not necessarily as quickly and often as they want it.

Walk-ins are easy for a lot of current customers.

Customers who have seen the website desire improved graphics.

Customers would like to know any additional problems with their car .

These answers point towards communication being the major problem area within the Sincere Auto Care customer experience.

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Synthesis-How might we understand Ron Jr.’s responsibilities and ease his burden so that he may speak with and update his customers more effectively? I interviewed Ron Jr. to ask him some questions that I believed

display information that the customer could look up on the

would help me understand his responsibilities and burdens.

website as apposed to calling the shop to speak with Ron

Through my questionnaire and interviews, I discovered that

Jr. Another area to look into is social media/messaging apps

the majority of his current customers want him to be able

that will allow him to speak with his customers from his smart

to update them on their vehicles more often. Most of his

phone while they use either their own computers or smart

customers realize how busy he is, but still wish that he had to

phones. This would possibly free up some of Ron Jr.’s time

ability to speak with them more often about the progress of

to be able to more effectively update his customers both

their vehicles. Based on this information and the comments

digitally and over the phone.

on the out-dated website, I believe that a possible solution area to focus on would be updating the website to share and

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INTERVIEW QUESTIONS + ANSWERS

Q: What are your responsibilities at Sincere Auto Care? A: Quality control, relationship builder, consular, create and manage priorities, access to supplies and elements. Q: What do you prioritize?

Q:Do you think it’s possible to change who we pay to host the website? A: Yes as long as it can support our needs and budget. Q: Do you think that updating customers on their vehicle

A: Resolve most previlent issue with car, customer

would be possible for oniline? (Would an employee

needs, supply all necissary information.

have time to do it?)

Q: What do you think would help you ease up yor load

A: No, unfortunately I can’t say that I know anyone has

the most?

the time to do it and I am at capacity for new employees.

A: Technical help (Phone, Computer, Web)

(Ronnie can possibly do this).

Q: Would you like to see appointments being possible? and online? A: Yes, as well as more information and more updates.

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Evaluation--

How might we know exactly how much information needs to be created to effectively allow customers to get more answers online? Here I have began to prototype my solutions, which are based on the needs of the customers. Ron Jr. is in high demand and I am looking to use the digital world to ease his burden and allow him to interact with and update his customers more frequently. This week, I learned that adding appointments is a little out of my reach for this project. It is a tricky topic for the managers and they seem very uncomfortable when asked about how we could potentially have appointments for the customers. I know that their website being updated to modern standards would help answer certain questions for the customers on it’s own.

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OLD WEBSITE

HOME

ABOUT

SERVICES

LOCATION

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Implementation--

How might we know exactly how much information needs to be created to effectively allow customers to get more answers online and free up some of Ron Jr.’s time? I began designing the website this week and showed that to the class. I received helpful feedback regarding accounts linked to the website so that customers can communicate with Ron Jr. and he can have instant access to their info. I’m trying to remember that the main goal is that we need to figure out how to communicate with the customers more often.

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NEW WEBSITE

HOME

ABOUT

SERVICES

LOCATION

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Implementation-How might we connect the shop’s database with the website to update the customers on their vehicles? I made a major break through with a solution to Sincere

be in the shop’s best interest to keep all the updating

Auto Care’s challenge of updating the customers more

on the website so that it can be customized to each

often! After struggling to figure out a way to link the

customer as needed and that we can use everyone’s

database that the mechanics use to the website to keep

Repair Order # to update them using solely the website.

updates moving, we encountered too many problems.

We will create invisible pages titled after the customer’s

The database does not have the ability to perform all

repair order, so that the link will be http://www.

the tasks I’d like it to do as far as allowing the mechanics

SincereAutoCare.com/####. Where the numbers are

to add categories to show the progress of the vehicles.

is where the customer’s unique Order Repair # will be.

Ronnie pointed out to me that each customer has

Upon opening the page, the customer will be presented

a unique Repair Order # in the database. After hours

with a progress bar that shows the progress of their

of talking and sharing ideas, we realized that it would

vehicle and any additional comments. The customer can check the site as often as they want and can easily navigate the the ‘contact us’ tab to ask any questions.

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AUTOMOBILE UPDATER

Enter Repair Order #:

With

Sincere

Auto

Care’s

Automobile

Updater,

current status and repairs of their vehicle in another

customers can go online and check their vehicle’s

window. This service will be available on Sincere Auto

repair status in real time! Each customer is assigned a

Care’s website, using either the desktop or mobile

unique repair order number, which is what they’ll use

version. With the Automobile Updater, customers will

to check the progress of their vehicle. When promted,

always have the ability to check the status of their

the cutomer will enter the reapair order number and

vehicle at any time while it’s in the shop.t

their own personal automobile updater will display the

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Final Conclusions-How might we improve Sincere Auto Care’s digital/web presence to more frequently update their customers on their vehicle repairs? The above ‘How Might We’ statement is my final

this project. There were many times that I needed to

overarching question. The website needed updating

remind myself to remember the goal: What will benefit

long ago, but after my research I am happy to have the

the customers? Overall I am very pleased with the

data to back up the decision. The data is what I used to

results and I believe that it was a successful project of

guide myself through the wants/needs of the customer

researching data, discovering the problem areas, and

and to then project that onto the website. The progress

applying a solution.

bar is still in the works as to how to program and code it, but it is a real probability that Sincere Auto Care will apply this update to their website! My re-design for them is already live at SincereAutoCare.com, so it felt rewarding to see my hard work actually get applied to the real world as a part of the solution. I learned a lot about applying myself and keeping on task during

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Solution

FINAL RESULTS

Original Website

Having a more interactive web presence should help ease Ron Jr.’s burden and free up some of his time to update customers more often. My solution is to create a web resource for customers to receive updates on the progress of their vehicle. If customers can check on their vehicle’s progress online, it would reduce the number of customers calling the shop to check on their cars as well as free some of Ron Jr.’s time to be able to update the customers that do still call.

Re-Designed Website



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