Digital Aftermarket

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The Challenge

This was a complete rethinking of the way vehicle servicing industry works in in Saudi Arabia. This was an exercise into 'What if' bit of the design thinking process followed by ‘Wow!’. The challenge not simply onboarding of existing service providers and car owners alone but also of keeping alive a vibrant online market place that is financially viable.

Our Role

We were part of the pitch team and responsible for the Service Design and Customer Experience. Our role demanded leading the User Experience work, producing all major deliverables and presenting these to the client. We worked with marketing, finance and engineering and articulated clients wish list into tangible blueprints for the developers. We approached the problem methodologically



We partnered with stakeholders from business, project management and engineering teams to clarify the original concept by conducting multiple workshops and translation of expectations it into a story board uncovering customer behaviors, insights and motivations. We helped to evangelize ideas, gain alignment and supported decision making.

Planning & Scope Definition

Using Persona and Journey mapping techniques we are able to identify key business flows and all customer touch and User journeys. We acted as the voice of the customer in our development group to explain the intent and motivations behind each action. At the same time, we also built Service Blue Prints in order to identify actions and operation required to support the customer journey.

Oversight & Coordination

One of our key responsibility was to keep in sync all the stake holders and ensure alignment of the disparate goals and intent among the various business units. Using Agile and SCRUM we made sure that no teams were working silos.

Design Execution & Validation

With the body of knowledge built in the scope and ideation phase we started with Wireframe and Prototypes, they helped in gathering usability and practical feedback. This feedback allowed us to make correct our course where required. It also helped us shoot does ideas and process which had issues in the practical realm.


We worked with senior client executives and stakeholders throughout the project life cycle. This helped us steer the project in the desired direction.


Success factors

Creating a top line in parallel to the physical way of doing business, especially when physical is monopolized and doing really can be tricky. It is the future that is at stake and not the present. It was challenging was to build an incremental approach showcasing rapid successes over relatively short period of time. The pressures from client was to delivers specific products to deliver onto the digital rails being developed.

The key was in understanding the risk and value associated with requirement set and its delivery prioritization. This required shifting through the features sand and in identifying what would help client roll out the first successful transactions
It was this understanding which allowed us to manage not just our relationship but also showcase success on continuous basis with the client.


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