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Orbit - UX Revamp

Redesign the orbit experience for Cars24

#1 Understanding the Orbit and its Origin

#1.1 About Orbit

Orbit is a strategic move to evolve CARS24 from a transactional marketplace to a holistic automotive solutions provider. It's about building deeper relationships with their customers, unlocking new revenue opportunities, strengthening their competitive position, and laying the foundation for future growth and expansion in the broader automotive ecosystem. They believe that by simplifying car ownership, they can become an indispensable partner for every car owner in India and eventually, globally.

#1.2 Why cars 24 introduced Orbit

Enhance Customer Loyalty and Retention:

Moving Beyond Transactions: Our core business has always been transactional – buying and selling cars. While successful, this model leaves room for customer churn after a transaction is complete. Orbit aims to build a continuous relationship with car owners, making CARS24 an indispensable part of their ownership journey, not just a point of sale.

Increasing Stickiness:

By offering a suite of valuable, free services like challan tracking, document management, and resale insights, we aim to make the CARS24 app the go-to platform for all car-related needs. This increases user engagement and reduces the likelihood of customers looking elsewhere for these services. Think of it as building a "sticky" ecosystem around our core offerings.

Building Trust and Credibility:

By providing helpful and reliable information and services, we aim to build stronger trust and credibility with our users. This is crucial in the pre-owned car market, where trust is a significant factor.

Attracting New Users

The utility of Orbit's features can attract new users to the CARS24 platform, even if they are not immediately looking to buy or sell a car. This expands our potential customer base.

#1.3 Assumed Business Goals

Unlock New Revenue Streams and Business Opportunities:

Insurance and Warranty Upselling:

Orbit provides a natural platform to offer and cross-sell insurance and extended warranty packages. By having all car details readily available, we can offer more personalized and timely recommendations.

Financial Services Expansion

With loan tracking and EMI management features, Orbit can act as a funnel for refinancing opportunities and potentially other financial products related to car ownership in the future.

Service and Maintenance Ecosystem

While currently offering limited services like on-demand drivers and car scrapping, Orbit lays the groundwork for potentially integrating more comprehensive service and maintenance offerings in the future, either directly or through partnerships.

Data Monetization

The data generated through Orbit, when anonymized and aggregated, can provide valuable insights into car ownership trends, user behavior, and vehicle lifecycles. This data can be leveraged for internal strategic decision-making and potentially offered as insights to OEMs or other players in the automotive ecosystem.

#1.4 Assumed Problems, Business Faced Around Orbit Usage

While initial interest in Orbit was there, the key challenge was in providing enough sustained value and a seamless user experience to drive regular, habitual usage across the various features. This data directly informed our subsequent strategies focused on improving user engagement, feature depth, and overall user experience within Orbit.

1) Low Feature Adoption Rate

2) Negative Qualitative Feedback and Low Feature Ratings

3) Low DAU and MAU