Over 250 million people in the U.S. own a car and for the majority of those people it is the 2nd largest purchase they will make in their lives. Our team was challenged to use research and design as tools to determine the best scenarios, modalities, and contexts for a conversational agent to be embedded into the CarMax service.
As practitioners of human centered design, our goals when approaching any challenge are to understand the problem, identify the human needs, develop empathy and discover pain points, ideate opportunities for innovation and, continually iterate and refine the ideas through user testing.
Our research process consisted of hours of interviews, and stacks of sketches, models and storyboards just to get at the right problem to solve.