The Indian auto sector has seen a slowdown over the past few years, with consumers migrating away from car ownership and opting for new mobility options – enabled by the increasing availability of ride-hailing services, car and 2-wheeler rentals, metro rail and other modern public transport options etc. There is an increased need to provide digital services to cater to a customer base that expects to discover, experience and purchase products through the convenience of online platforms. Keep in mind that customers are used to – and need – the physical aspect of review, test drive etc before deciding on a vehicle purchase. The solution must account for both a physical and digital experience as complementary pieces.

Craft a digital car purchase experience a major Indian Auto OEM.The entire case study showcases illustrates the approach for the above said problem from both a system and UX design standpoint.