Digital Aftermarket

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The Challenge

This was a complete rethink of the way the vehicle servicing industry works in Saudi Arabia. This was an exercise in 'What if' bit of the design thinking process followed by ‘Wow!’. The challenge was not simply onboarding existing service providers and car owners onto a digital platform but also keeping alive a vibrant online marketplace that was 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 the client's 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 into a storyboard uncovering customer behaviors, insights, and motivations. We helped to evangelize ideas, gain alignment, and support decision-making.

Planning & Scope Definition

Using Persona and Journey mapping techniques we were 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 to identify actions and operations required to support the customer journey.

Oversight & Coordination

One of our key responsibility was to keep in sync all the stakeholders 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 ideas and processes 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 to build an incremental approach showcasing rapid successes over a relatively short period. The pressure from the client was to deliver specific products to deliver onto the digital rails being developed.

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

Digital Aftermarket
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