CARS24 · UX RESEARCH & STRATEGY · APR–OCT 2025
Moving journeys
forward.
Understanding the people behind car ownership—from everyday dealer decisions to new consumer possibilities.
Month-on-month dealer-side cancellations
Improvement in I2V across car categories
Research informing a high-value B2C initiative
THREE WAYS RESEARCH CREATED VALUE
Follow a question.
Explore the work.
01EvaluateWhere do dealer journeys break down?
Post-bidding cancellations and high-stakes flows in the used-car dealer ecosystem.
Where do dealer journeys break down?
Post-bidding cancellations and high-stakes flows in the used-car dealer ecosystem.
The question
What drives dealer-side cancellations after bidding, and where does the experience lose trust?
My approach
Worked with product and data teams, combined in-person field research with behavioural evidence, and mapped dealer journeys and personas. Evaluative work also covered car-selling and loan flows.
What the work informed
Translated friction points into product recommendations and tracked post-launch UX metrics with product partners.
Reported outcome
Contributed to a 4% month-on-month reduction in dealer-side cancellations. Post-launch analysis surfaced drop-off points and drove a 15%+ improvement in I2V across car categories.
02ExploreWhat could a new consumer proposition unlock?
Mixed-method exploration for a high-value B2C initiative.
What could a new consumer proposition unlock?
Mixed-method exploration for a high-value B2C initiative.
The question
What do high-value users need from a new car-ownership proposition, and what would make it credible?
My approach
Led exploratory mixed-method research, using field conversations, journey mapping and personas to understand needs and context.
What the work informed
Product-market fit, user-journey strategy and early go-to-market alignment.
Scope of this story
The initiative and roadmap are confidential. This overview shares my research role and approach, without exposing participant details or unreleased product concepts.
03EnableHow can insight keep travelling?
Research operations that support repeatable work and shared decisions.
How can insight keep travelling?
Research operations that support repeatable work and shared decisions.
Build reusable foundations
Created templates, repositories and playbooks so research could be reused across teams.
Make learning collective
Ran workshops and used journey maps, personas and research stories to align product, design and data partners.
Keep impact visible
Used impact trackers and ongoing conversations with product managers to connect findings with post-launch behaviour.
WHAT I TAKE FORWARD
Insight matters when
it changes a decision.
Pair stories with behaviour. Field research gives context to the patterns in product data.
Build alignment early. Involve product, design and data partners in the questions and the interpretation.
Make learning reusable. Repositories, playbooks and impact tracking let insight travel beyond one study.