AWR Connect App
Driving positive change with AWR Connect
Driving positive change with AWR Connect
In our latest case study, we look at the fascinating process of engaging with AW Rostamani (AWR): a family-owned and run business based here in the UAE.
We came together to work on updating and enhancing their AWR Connect app, to improve customer experiences and transform the business processes.
AWR needed assistance from an agency like Digital of Things, to digitally transform their business.
They already have a website that highlights all the companies that operate within their franchise, including their automotive businesses. They also have an app called Connect, which was specifically designed for automotive customers and AWR car owners.
The main goal for AWR was to create a centric seamless digital experience for the entire customer lifecycle for Connect users. This meant connecting and automating all three of their automotive brands and services into a single, user-friendly, and intuitive app.
The key objectives for AWR were:
Our work with AWR began two years ago when we started discussions about the scope of the project, and what we could deliver.
We proposed a long-term UX strategy with the team that covered 3 phases:
We started working on the first phase following four phases of the double-diamond design process:
We started by organising three stakeholder workshops with the Marketing and CX, Sales, and Service teams. This allowed us to:
It was essential for us to go in and conduct field research with the service advisors and sales executives – to watch their processes when they service/examine cars or sell them, discover how they used technology as part of servicing cars and learn more about their communication with customers.
Competitor analysis was key, so we took a deep dive into other apps on the UAE automotive market that offered similar services and processes. It allowed us to understand what UX solutions they had to tackle user problems.
We ran three focus groups each with four customers. These were a combination of current AWR customers and users who had never tried the brand before. Two focus groups with AWR customers were designed to contain participants who were already using the Connect app and those who had no prior knowledge or experience with it.
From the focus groups, we discovered that the biggest pain point for all users was getting their cars serviced. For frequent users, adding their car to the app was a cumbersome process, besides, there were many unavailable features.
Actions like booking an initial car service were easy, but there were difficulties with performing other activities on the app – making the experience tricky and not as user-friendly as it could be.
The information from all these different research strategies came together, and we were able to show our findings at a discovery playback meeting with the business.
We presented all of the findings from the research and everything that we'd gathered from the stakeholder workshops, focus groups, field research, competitor analysis, and web analytics data analysis.
The result of the discovery phase was a completely defined and finalised feature roadmap for the app that was prioritised and modified based on the user data that we'd gathered.
Now our roadmap was ready.
We started working with information architecture and navigation, which we tree-tested on Userq.com, and developing wireframes. We put together the seven key user flows for the app:
We’ve built the wireframes with a clear visual hierarchy and structure for the pages we needed to design.
Every time we developed a new wireframes batch, we ran feasibility workshops with the client’s development team. We carried out seven for this particular project – and always invited people from different business teams to give their opinions, to ensure anything we developed worked seamlessly across all areas of the business and was possible to develop.
Then usability testing was conducted. It helped us to further refine the wireframes, eliminating all the navigational issues, and uncovering more insights into people’s attitudes towards the brand and their experiences with it.
We explored 3 variations for visual design direction and presented them to the client. Once the choice was made, we started working on the UI design and design component library.
We took a holistic approach with the Double-diamond four-stage design model, considering all aspects of the business and customers. Our methods have helped to create a 360-degree lifecycle for AWR.
From here we were able to create and design a fully functioning app for AWR – combining all their services and brands within one tool.
This will assist the business in digitalising different journeys and processes and guarantee their customers have a stress-free and enjoyable experience – whether they are buying or selling a car, or having a service.
The app now delivers a truly engaging and intuitive experience where customers can:
The functionality within the new app will help AWR to achieve business KPIs, namely:
It’s been a real pleasure to work on such a big project and we’ll be continuing to help AWR build its automotive brand in the coming months, too.
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