Establishing a loyalty program tailored for car sales agent

CARSOME is South East Asia’s largest integrated car e-commerce platform that aims to redefine the experience of buying and selling by providing comprehensive solutions for both consumers and used car dealers throughout the entire process.

Timeline

July - Sep 2023

Team

1 Lead Designer

1 Sr. Product Designer

Responsibilities

Conducted competitive analysis

Stakeholder alignment

Product roadmap

Visual design

Prototype

Project Context

CARSOME boasts a suite of internal applications aimed at enhancing operational efficiencies, with one product expressly tailored for Sales Agents (SAs) in New Car Dealerships (NCD). These Sales Agents act as intermediaries, assisting the general public in selling their second-hand vehicles, primarily in trade-in settings. Their motivation is driven by sales commissions, offering them an additional income stream.

As of now, CARSOME absorbs operational fees, but this approach is proving unsustainable in the long run. Consequently, the business team has decided to integrate these costs into the sales agent's commission structure.

Goal

The objective was to offer fee discounts through a four-tiered loyalty program, aiming to boost the adoption rate of the app. As Sales Agents advance through higher tiers, the discount rate on fees increases, providing added incentives for progression.

Results and deliverables

We produced a thorough 24-page deck, detailing findings and insights derived from collaborating with five B2C companies and two B2B companies. This collaborative effort involved working closely with a Senior Product Designer.

I also crafted a high-fidelity interactive prototype, visually representing the loyalty program's design concepts and facilitating communication of its strategic direction for stakeholder buy-in.

Challenges

The project experienced shifts in priority and leadership, prompting a revamp of our initial concept to align with new requirements. Feature priorities were readjusted, and we had to scale down the Minimum Viable Product (MVP) across three phases—teasing the loyalty program, launching loyalty tiering, and ultimately introducing point redemption. This restructuring was necessary to accommodate engineering capacity and align with our timeline on the roadmap.

Status

As the materials of the project is confidential, I am unable to share further details publicly due to NDA. I'm happy to share more details verbally during the interview. Please contact me directly at puayuqing@gmail.com.

I am currently anticipating the completion of development to assess the final outcomes and measure the impact of these changes on both the business and the experience of our sales agents.