LKQ
Automotive
1. OVERVIEW
A project in two parts for LKQ, a leading business in the aftermarket for automotive parts. Part 1 involved research into LKQ's European digital capabilities. Part 2 involved the design of LKQ's first strategic initiative - the Virtual Mechanic Network.
2. PROJECT DETAILS
The Project
Client: LKQ
Sector: Automotive
Project: Part 1: Digital Capability Assessment, Part 2: Virtual Mechanic Network
Dates: Part 1: Apr 2018 to Jul 2018, Part 2: Aug 2018 to Mar 2019
Employer: Infosys Consulting
Objectives
Confronted by a number of disruptive industry trends LKQ engaged Infosys Consulting to:-
(1) carry out a gap assessment of its digital capabilities
(2) develop a roadmap for capability and product development
(3) deliver its first roadmap product: ‘Virtual Mechanic Network’
Problems
Disruptive industry trends threatened LKQs growth and profitability. Examples included Digitisation, Electrification, OEM expansion into the aftermarket, and consolidation among part distributors across Europe. LKQ needed to adapt to finding new sources of growth in response to the disruptions.
Results
(1) Capability model defined based on customer, employee, 3rd party, and organisational requirements
(2) 3 year roadmap defined
(3) first priority product designed for technical implementation (Virtual Mechanic Network)
Challenges
(1) Running research workshops across cities with local market stakeholders
(2) Managing a UX team and an intensive delivery workload whilst travelling regularly to the client’s office in the Netherlands
(3) Developing dynamic funnel and filtering features to support marketing SEO entry points & flexible customer selections
(4) Organising user testing with native Dutch speakers
My Role & The Team
1st part of project
My role: UX researcher
Team: Project lead, Business Analyst, Financial Analyst, Technical Architect
2nd part of project
My role: UX delivery lead
Team: 2 x UX Designer, 1 x UX Researcher, 2 x Visual Designer, 1 x Programme Manager, Off-shore Development team
1. Research
3. CAPABILITY ASSESSMENT
(PART 1)
CAPABILITY ASSESSMENT
(PART 1)
2. Capability Model & Roadmap
In the first part of the project we carried out research into LKQ's propositions across its European markets. The aim was to understand the roles of the people involved, the journeys they experienced and the capabilities required to enable goals to be accomplished.
The workshops led to the discovery of a range of key journeys and capabilities needed for Vehicle Owners (e.g. booking services and repairs), Mechanics (e.g. diagnosing vehicles and creating quotes) and Garage owners (e.g. management of garages). To get a better understanding of the capabilities required, we consolidated the journeys across the European markets and identified points in common and points of difference. This enabled us to create a capability reference model and a maturity assessment of the capabilities. These were then prioritised across the markets and plotted onto a development roadmap for products and initiatives.
4. VIRTUAL MECHANIC NETWORK
(PART 2)
European market research
Workshop: Amsterdam
Personas
Journeys
1. Discovery
Consolidation of journeys
Capability reference model
Market capability maturity
Products & Initiatives roadmap
Appraisal of existing concept wireframes
Review of existing dutch service
Competitor analysis
Industry trends
Following on from the digital capability assessment, Infosys Consulting worked on LKQ's first strategic initiative: the 'Virtual Mechanic Network'. I led the UX team to redesign the first execution of the initiative for LKQ's Dutch service 'Mijngarage'. We ran through a discovery phase to evaluate existing designs and to draw insights from competitors and industry trends. Areas investigated included: product offerings, product selection, garage selection, diary management, and bookings.
We facilitated workshops on site with client stakeholders in Amsterdam. We followed a Design Thinking approach to work through problem and solutions spaces. We brought research insights into the workshops and ideated solutions across key areas including: Home, Diagnosis, Repairs, Services, MOTs, Garages, Purchase Funnel, and My Account.
VIRTUAL MECHANIC NETWORK
(PART 2)
2. Concepts
Sitemap
Ideation Workshops
Workshop Ideas
Concept Design Reviews
Concept Refinement
At the Design stage we ran design sprints which involved backlog planning, workshops, previews, product owner sign-offs and demos. Through the sprints we mapped user journeys and designed and iterated responsive user interface designs for desktop through to mobile screen formats. At this production phase I managed a team of 5 people which included 2 UI Designers, 2 Visual Designers and 1 Researcher. Key production tools included Sketch and InVision.
VIRTUAL MECHANIC NETWORK
(PART 2)
3. Design
VIRTUAL MECHANIC NETWORK
(PART 2)
4. User Testing
Appraisal of Concept Wireframes
Review of Dutch Service
User testing was conducted to assess the performance of the UI prototype. Participants were recruited through the 'testingtime.com' platform and through LKQ networks. Six participants were recruited to investigate the designs through the lens of three key personas. Remote moderated tests were carried out using the 'Lookback' platform. Test covered journeys for 1. Choosing Jobs, 2. Creating Quotes, and 3. Booking Jobs. Insights were prioritised for design iteration for the first release.