K-Auto: Making car sales human-centered

The work to define K-Auto's strategic vision for a multichannel customer experience took place in close collaboration with the company's brand strategy and customer journey mapping streams. We gathered existing development ideas, interviewed K-Auto sales and maintenance staff and utilised insights from the customer journey mapping stream. Together with the key stakeholders, we prioritized the ideas based on customer and business value, and started prototyping the ideas.

Using the quick prototypes we validated the ideas with K-Auto customers and then created a roadmap for development of digital channels, both customer facing services and supporting tools for the K-Auto staff to provide more personalised and seamless customer experience.

The strategic work was followed by a website redesign and improvements to K-Auto’s selection of web services, in conjunction with the client's brand identity renewal. We found several service areas ripe for development, the most important of which was a car search function based on driver needs. Usually cars are searched based on price tag or technical specifications, which is insufficient for most customer segments. The new search function allows potential buyers to find the right car by answering simple questions related to how and where they will use the car. The search is easy to use, but technically sophisticated, using multiple data sources and functions to obtain the required information. Basically, the cars are turned into data models that answer the customers’ questions.

Read more on our human centered design approach ->

With a new strategic vision for multichannel customer experience development, K-Auto will continue to set the bar in their field. In a world where customers expect more personalised attention and are increasingly more interested in services than products, K-Auto really delivers.

The new k-auto.fi site enables K-Auto to take continuous steps towards better serving their customers as the demands of car buyers continue to evolve. As more and more data is collected, K-Auto is learning more about their customers. Using data collected via the new site to understand the evolution of these needs and strategic service design to think outside the box to offer the right services at the right time both play a key role.

For customers, the company is able to continue developing a customer experience where the seamless interaction between digital services and physical showrooms offers real value. With the constant influx of new car technologies and power sources onto the market, people need to understand what they are buying and why to find the best mobility alternatives for their needs. The k-auto.fi service helps find the most suitable car based on real needs and values. The search engine also demonstrates that e-cars provide a functional solution for a significant and rising number of drivers. The need-based search function puts humans and the environment first – not products. The updates, together with efficient marketing, increased the number of website visitors by +4000 %. When you have the data and use it correctly, anything is possible.

Visit the website to find your next dream car (in Finnish only).