Italy's leading automotive dealer group also confirms itself as a provider of all-round mobility online, thanks to a new site designed in collaboration with Cernuto Pizzigoni & Partners, which opens up a user-oriented digital ecosystem.
In an extremely dynamic industry like automotive, responsiveness and ability to evolve are key elements. A group like Autotorino, which has never stopped creating value since 1965, has the energy and enthusiasm to lead the transformation as a protagonist. The new mobility requires a paradigm shift: from sellers of goods to facilitators of the use of new services, always keeping at the center the desire to offer attention, competitive and quality solutions to customers. A goal that today cannot be separated from strong investment in the digital transformation of processes.
It was in this spirit that the company launched the new access point to its digital ecosystem: a website designed to become a true hub serving customers for all their private mobility needs. For this reason, the UX and UI design work of the new version, in which I played a leading part in the role of Strategy Director and Project manager, was taken care of down to the smallest detail.

Mastering the Buyer Journey

If we consider the complexity of the purchase, the length of the evaluation period, the biases, the emotions involved (relational and personal), and the complexity of the features to be chosen, it is clear that Autotorino cannot intervene only on the last stretch of the purchase funnel but must be present throughout the entire process. The new site is designed to intercept customers in the exploration phase and guide them along the repetition of the evaluation-exploration phase until the conclusion of the purchase and beyond. In this time frame, interactions can move from the physical to the virtual, from BDC to support, to user reviews, and so on.

The process

For this project we inaugurated an unprecedented participatory service design process at Autotorino, involving more than 60 managers from the various company functions in dozens of hours of focused collaborative workshops. An assessment process that, in the subsequent design and prototyping phases, allowed us to translate the incredible know-how spread throughout the company into 'interfaces and code'.
Vertical virtual workshops, conducted through the use of the Miro collaborative platform, aimed at:

• Identify pain points in the current system;
• Identify the demands of different active stakeholders;
• Understanding the needs of customers;
• Understanding business needs;
• Analyze the constraints, economic and technological.

The awards

Technology, today, allows us a very high degree of personalization of the user's browsing experience, thanks to the intersection of first- and third-party big data. The key to innovation lies in the ability to dynamically adapt to the customer journey by appropriately weighing the factors that contribute to conditioning it, such as the contingent market situation, the emotional benefits sought, the purchase preferences, the relational experience with the dealer, the moment of contact in the purchase path, etc.
The results generated by the site in the moments immediately following its launch earned several awards.