live project
Making online car buying easier
Myсar is Kazakhstan’s #1 automotive ecosystem, combining an online car marketplace with a nationwide dealership network. Customers can find, finance, and buy new cars online — with 1,500+ vehicles purchased through the platform.
Making online car buying easier
Why this mattered
Selling new cars created a fundamentally different business opportunity for Mycar. Instead of only connecting buyers and sellers through its marketplace, Mycar could participate directly in the new-car purchase journey — creating a much stronger revenue opportunity for the business.
The challenge
Buying a car online requires confidence, but the existing flow offered limited ways to explore and configure a vehicle before taking the next step. Our challenge was to give customers enough choice and confidence to request a new car online without visiting a dealership first.
Learning from the offline buying experience
I visited Mycar dealerships and spoke with sales and dealership managers to understand how customers actually choose and buy a new car. Customers typically shared their preferences and budget, compared recommended models, experienced the car in person, and then discussed financing and purchase options.
Most of the decision-making could happen online: model, configuration, color, price, availability and financing but customers still needed to experience the car before committing.
From insight to experience
1. Bring the dealership decision-making online
Give customers the information and flexibility they normally expect at a dealership, including detailed imagery, specifications, colors, availability and purchase options.
2. Lower the commitment barrier
Instead of pushing users directly toward purchase, provide a clear next step through a request or home test drive, turning online interest into a qualified lead for Myсar.
Solution
I brought the key dealership decisions online, allowing customers to configure their car, understand purchase options, and request a home test drive before committing.
Interested in the full case study?
The complete case study shows how the project evolved from early research to the final product and launch
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