How I Improved the Car Parts Purchasing Journey to Boost User Satisfaction and Drive Sales Growth
What do you do when you realize the problem was based on an assumption that’s not backed by data anymore? You follow the data. Data-driven decisions are the key to unlocking user-centric solutions that lead to tangible business results. In one of my projects at OLX, I took a closer look at improving the user journey for purchasing car parts on the Otomoto platform. The challenge was there: while users could browse and purchase parts, the absence of a delivery option led to frustration, abandoned purchases, and ultimately, lost sales. By collaborating with various teams and conducting in-depth research, I proposed a strategic shift to transition car part sales to OLX Poland, which already had a robust delivery infrastructure. This solution aimed to improve the user experience, increase satisfaction, and ultimately drive higher sales conversions.
Role
Product Designer Trainee
Tools
Figma | Jira | Confluence | Slack | Miro | Nexus Design System | Okta
1. Challenge
What happens when a platform directly faces user frustration? Sales drop, and user engagement takes a steep decline. At OLX Group, I was tasked with improving the car parts purchasing journey on the Otomoto platform. While users could browse and purchase parts, there was a major missing feature: delivery. Without the option for delivery, users were frustrated and often abandoned their purchases, creating a major hole in the user experience. This not only affected sales but also limited the platform’s potential.
Through data analysis and feedback from my colleagues, I discovered that the lack of a delivery option was the key bottleneck in the purchasing journey. However, Otomoto wasn’t just missing this feature—it also faced technical and operational challenges in implementing it. Rather than accepting the status quo, I questioned the assumption that car parts should stay exclusively on Otomoto. I focused on exploring more efficient and user-friendly alternatives, aiming to eliminate the barriers and create a smoother, more satisfying purchasing experience. Ultimately, the goal was to turn user frustration into a seamless, positive experience.
2. Discovery
User journeys are like puzzles. By piecing together insights, I uncovered a solution that bridged the gaps. To truly address the challenges users faced with purchasing car parts, I immersed myself in a collaborative process with colleagues across Otomoto and OLX. Working with UX researchers, data analysts, and stakeholders, I pieced together a clear picture of the existing processes and their limitations.
A deep dive into translated user interviews from Poland provided invaluable insights into the frustrations of buyers navigating the platform. These revelations, combined with team input, helped uncover the root causes of the issue and sparked actionable ideas.
Key Findings:
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User Frustration: The lack of a delivery option left users feeling stuck and frequently abandoning their purchases.
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Operational Constraints: Otomoto faced technical challenges that made implementing delivery difficult and costly, while OLX Poland had an established delivery infrastructure.
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User Expectations: Buyers wanted a streamlined experience, from selecting car parts to having them delivered to their doorstep.
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Strategic Opportunity: Analyses indicated that transitioning the sale of parts to OLX Poland could address user frustrations, improve sales performance and also paved the way to solve other challenges faced by the Parts team.
By leveraging these insights, I was able to move beyond quick fixes and propose a strategy that aligned user needs with business goals.
3. Solution
My research and collaboration across teams illuminated a clear path: transition the sale of car parts from Otomoto to OLX Poland.
I crafted a compelling pitch for my manager, emphasizing how this shift would not only streamline the purchasing experience but also unlock new potential for growth. By showcasing the strategic value of the move and its alignment with user needs, I highlighted the dual benefits of increased sales and improved customer satisfaction.
The proposal struck a chord. With approval in hand, I was tasked with turning this vision into reality—an opportunity to reimagine the user journey and build a solution rooted in both innovation and practicality.
4. Deliverables
1. Comparative Analysis: I created a detailed comparison of the user journeys on Otomoto and OLX Poland, highlighting strengths and weaknesses of each platform. This included user feedback, usability metrics, and key touchpoints.
2. Proposed User Journey: I developed a comprehensive user journey for OLX Poland, incorporating delivery options while addressing the technical and operational limitations. This journey outlined the steps a user would take from discovering a part to completing the purchase and receiving the delivery.
5. User Journey Steps
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Discovery: Users browse car parts on OLX Poland with an intuitive interface.
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Selection: Users can filter options based on specifications, availability, compatibility using the vehicle's VIN, and delivery preferences.
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Checkout: A simplified checkout process with clear delivery options.
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Delivery Tracking: Users receive updates on their order status and can track deliveries in real-time.
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Post-Selling: After receiving their parts, users have the option to leave feedback, rate their experience, and access customer support for any issues or inquiries.
6. Outcome
The implementation tests of the proposed user journey led to a more efficient process for purchasing car parts. Initial feedback from users gathered through research conducted with the implementation prototypes indicated a significant improvement in satisfaction, with reduced abandonment rates and increased sales conversions. The decision to transition to OLX Poland not only addressed the immediate challenges but also positioned the company for future growth in the automotive parts market.
7. Conclusion
This project showcased the importance of user-centered design in addressing real-world challenges. By leveraging collaboration and existing research, I was able to propose a solution that significantly enhanced the user experience for purchasing car parts, demonstrating the impact of effective UX/UI design on business outcomes. Additionally, it highlighted the necessity of challenging directives when data indicates a need for a different approach. Being open to questioning assumptions can lead to better outcomes and innovations.